Moveable Type

Movable Type

Re-Establishing the Web Presence for Six Apart's Premier Content Management and Blogging Platform

In an ever-expanding digital landscape, celebrated innovators can struggle to attract attention away from newer – though not necessarily better – software and platforms.

Movable Type, the pioneering blogging content management system, found itself marginalized in the industry. Despite continued popularity and brand recognition, the company’s message was obscured in a crowded marketplace, and potential users assumed the platform was irrelevant.

To reassert its position as a leader in CMS software, Movable Type approached Code and Theory to create a fully integrated product site that would simultaneously educate potential customers about the platform's upgraded features, as well as provide them with a simplified checkout experience.

Code and Theory built as a single scrolling experience that highlights features that appeal to all audiences. The new website encapsulates three key components: education, e-commerce, and support.



Code and Theory re-established Movable Type’s brand value by presenting its most important and relevant attributes to developers, designers, and businesses.

Its underlying architecture can withstand the weight of high data use, making it one of the most stable platforms available. Movable Type offers an easy-to-understand content interface, and the platform’s ability to add relevant features provides users with complete control over visual designs.


E-COMMERCE was redeveloped to clearly communicate pricing tiers and product offerings with a simple, user-focused purchase flow.

The straightforward framework allows users to easily navigate through purchasing information, and it provides them with a stable and secure experience.




Designers and developers often need an online community that supports their CMS platform.

Code and Theory updated Movable Type’s blog to re-establish itself as a thought leader in the CMS space and better support its community with regularly updated posts and search functionality.

The new design was then adapted to, a destination for advanced users to access a library of documentation and seek assistance from support partners.



Code and Theory leveraged Movable Type’s software to build the new web experience in order to showcase its content management system as a modern platform that makes durable, customizable, and intuitive websites.

Paired with a marketing strategy that raised awareness of Movable Type and promoted its brand credibility, the new reinforced to existing clientele its position as a stable website with low vulnerability and demonstrated to new audiences its competitive position as an easy-to-use interface for their daily content publishing.

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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.

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  • 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.

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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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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.

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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.

Untitled design

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.

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.

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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.

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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


Says a Lot —


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Code and Theory Network Wins Six W3 Awards

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Facing the Future: A Guide to AI and Design Transformation

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Amazon Ads Debuts First Small Business-Targeted Campaign

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YETI Wins Fast Company Innovation By Design Award for Marketing