As Mashable had become the foremost source for news on the rapidly changing landscape of the web – and which served the world's most socially connected audience – we felt we could assist in developing innovative features to help visitors connect with trending stories through mobile, social and visual means.

The team at Mashable identified three predominant types of users who were visiting the site and we adapted the feed delivery to a three-column layout, which was powered by Mashable’s proprietary Velocity technology, which predicts and tracks the viral life cycle of a story.

Code and Theory visualized this unique data on the homepage of Mashable, which was divided into three distinct columns.

  1. For users who want the top headlines of the day the “What’s Hot” column surfaces the biggest headlines.
  2. For readers visiting the site looking for trending articles to read “The Next Big Thing” column surfaces about-to-trend stories, as identified Velocity technology.
  3. For readers who want the newest content, a pure time-based feed was created so they could read all their industry news as soon as it was released.

A story then shifts from one column to the next as it continues its viral lifecycle.


With Mashable readers on the front lines of the digital revolution, the new site features a fully responsive design that delivers an optimized reading experience across every screen – from desktop to tablet to mobile phone. Each of the three columns serves content as an infinite scroll of stories, which creates a frictionless and highly visual content discovery experience, complete with integrated dynamic ads that look great on every screen.

Given that social was such a significant driver of inbound traffic we wanted to ensure that the attention placed on the home page wasn’t lost as readers entered via the article page. With a feature we’ve come to refer to as the “transporter module” (where the bottom of the page scrolls into the top of another page) on Mashable, a visitor who reaches the end of an article automatically is scrolled into the section page from where that article lives.

Bringing the site’s social integration full-circle, we built in the ability to share not only whole articles but also individual elements of a story. Visitors can share “micro-content” – interesting quotes, images, or videos.

Pete Cashmore called the new Mashable a “faster, simpler and more enjoyable way to consume the news.”

Screenshot 2023 09 29 at 3 51 52 PM
The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

Read More
  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

Driving B2B Growth

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

Tipico Featured Module

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • 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.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

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.

Read More
  • 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.

Untitled design

Speed to Market for a Portfolio Optimization Tool

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

Read More
  • 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.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

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

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More
Black BoxBlack BoxBlack Box


  • 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


Says a Lot —


News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing