Reimagining KPMG US



KPMG is a global network of professional firms providing Audit, Tax and Advisory services. The KPMG US firm partnered with Code and Theory to overhaul their digital ecosystem with the objective of better positioning KPMG as a leading-edge, trustworthy partner that customers are compelled to connect and build a relationship with.

Our challenge was to move beyond the existing ecosystem that closely mirrored the siloed internal structure of the organization, resulting in a fragmented family of websites. A foundational shift was necessary to architect a more unified and streamlined experience, elevate brand perception, and drive stronger lead generation.

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A core, driving principle of the strategy was to elevate solutions within reach and to amplify expertise and breadth of capabilities across industries and functions—moving away from a model that is overly complex and makes relevant content and services difficult to find for users. The goal was to enable audiences to seamlessly navigate regardless of entry point and quickly understand the value and suite of offerings that KPMG provides, while creating opportunities for conversion throughout the experience.

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Segment L Anding
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A New Site

The new architecture and product system (24 templates and 80+ modules) was developed with flexibility in mind to ensure the new site would accommodate a range of use cases and meet specific requirements across business lines over time. The newly established brand work was evolved into a digital visual design library that can extend across KPMG US’ full suite of properties.

We validated our designs with tree testing and concept testing to ensure the designs would effectively deliver upon a wide variety of user needs at different moments in the journey and meet expectations of distinct audiences—from prospect to existing client and from researcher to c-suite executive.






Evolving Brand Perception

Through elegant and innovative design, the new user experience disrupts what consumers expect of the ‘big 4’ and showcases KPMG’s differentiators within the space—from their focus on client needs and relationship to highlighting the wide breadth of resources and services they offer.

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Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

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Succeeding on a Mission to Win Ohio

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  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

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Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

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Transforming a platform into a meaningful beacon to set new priorities and ways of working.

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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


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