NBC

Powering the Future of Data Journalism

In the lead-up to the most consequential election in a generation, NBC partnered with Code and Theory on a year-long endeavor to completely reimagine, redesign, and rebuild its election coverage Big Board from scratch. The public's growing distrust in the news is, well, news to nobody, and making a reporting error on live TV with millions watching only compounds that sentiment.

We built the Big Board to be the ultimate data storytelling platform. Launched in January 2024, it has equipped NBC’s on-air talent with a data-powered co-host capable of depicting a complex and fast-changing political landscape with unprecedented clarity and speed. Today the Big Board is restoring public confidence during a crucial moment in U.S. history.

Impact

  • 9M+ Viewers on Election night 2024, vaulting MSNBC into the most viewed network for the first time in network history, according to Nielsen National Ratings.
  • :04 Seconds to deliver over 10M data points in real-time from anywhere
  • 16 years of elections available during broadcast across multiple networks at once
  • 8 Big Board apps, all built and managed in a single codebase
  • The fastest on-air data-mapping tool in production, with over 100FPS rendering
  • 4X Winner in New York Festival Awards across Innovation, Technological Innovation, Data Storytelling and Data Innovation

Key Takeaways

  • Set a new standard in data-storytelling, processing and election coverage
  • Delivered error-free data that's reinstilling trust in election reporting
  • Developed a flexible design system to scale across NBC’s broadcast and digital properties
  • Built technical infrastructure prioritizing advanced data modeling, system integration, and security safeguards
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The Ultimate Data Storytelling Platform

NBC’s Big Board processes over 10 million data points from 16 years of electoral history, transforming complex data into clear, actionable insights live on air. Working in tandem with the NBC team, we built the Big Board to be both a co-host and a trusted source of truth, ensuring accuracy, timeliness and ease of use as the news unfolds. Its impact has been tangible for NBC and its audience, driving consistently higher viewership across linear and digital streaming channels.

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Precision-tested Technology

The Big Board embodies NBC’s commitment to accuracy with its state-of-the-art technology. We leveraged AI to simulate millions of real-time election scenarios, built 8 unique apps from scratch—all managed in a single codebase—and dedicated thousands of hours to unifying complex mapping technology for broadcast TV distribution and digital.

The result is an experience without blemish in more than 10,000 broadcast hours.

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A Co-host and a Dance Partner — All In One

The Big Board is the perfect “dance partner” for hosts during election coverage. We researched how NBC's hosts interacted with data and behaved under stress. Today, the Big Board anticipates the host’s needs as a presenter to better translate complex election data into an understandable, interactive visual spectacle as the news unfolds.

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Fueling the Nation's Need for Speed

Real-time election results from over 16,000 geographies in the U.S. concurrently — delivered in just 4 seconds. The Big Board has over 100FPS rendering power, making it the fastest on-air data-mapping tool in production today. Advanced caching strategies and system integrations enable swift data processing, instantaneously keeping viewers informed and engaged.

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Technology Built for Speed and Scale

Our Engineering team developed the Big Board's infrastructure to efficiently handle approximately 56 datasets for various elections since 2008, encompassing core race types like presidential, house, senate, and gubernatorial races and additional race types such as Lt. Gov, Secretary of State, and Ballot Measures.

We built a scalable architecture that ensures customization across NBC’s top platforms in English and Spanish, including two networks (NBC and MSNBC), various TV shows (Today Show, Meet the Press, Telemundo, Morning Joe, The Rachel Maddow Show), NBC News Now’s YouTube channel and the “Kornacki Cam” YouTube stream.

It took nearly a year of trial and error to achieve zero errors.

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A Legacy of Impact

The National Broadcasting Company (NBC) launched on November 15, 1926, making it the oldest broadcasting network in the United States. Almost 100 years later, NBC News is breaking barriers, tapping into innovative technology and cutting-edge design to reimagine the Big Board and political coverage at large.

Fueling the Automotive Future

We bring over two decades of experience building and designing digital experiences for automotive giants and disruptors.

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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.
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The Minnesota Star Tribune

A Transformation Redefining Local News

In less than six months, Code and Theory delivered a comprehensive business and digital transformation for

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  • Launch day was the website's highest traffic day in its history
  • Less than 24 hours after launch, The Minnesota Star Tribune hit 32% of its monthly subscriber goal
  • Transformation earned press across The New York Times, Washington Post, Adweek, Ad Age and more
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Recognition

  • Code and Theory

    Ad Age A-List

    2024 Business Transformation Agency of the Year
  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing for Brand Campaign - Year in Preview
  • Code and Theory

    ANA B2s

    B2B Agency of the Year

Sports Experiences Built to Scale

We've partnered with sports leagues, teams and disruptive brands to elevate the fan experience and stimulate growth.

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Sutter Health

Meet Scout: A Powerful Tool Building Resilience in Today's Youth

Scout is a mental health and resilience app making care and intervention more accessible for teens and young adults..

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  • +40% Increase in reported user resiliency
  • Developed as a progressive web app for maximum accessibility across the socio-economic spectrum
  • 2024 Webby Winner in Apps & Software - Health, Wellness & Fitness
  • Code and Theory built, designed and launched Scout.

Driving B2B Growth

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

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Thrive Market

Growing a Billion Dollar E-commerce Brand

In less than four months we built a personalized shopping experience and accelerated sign-ups to drive conversion.

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  • +9.7% Membership sign-ups
  • +16% First-time orders
  • +33% Customers completed orders in-app
  • +24% Faster speed to check out
  • E-Commerce Award Winner in The Webby Awards, Fast Company Innovation by Design, W3 Awards and more
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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

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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Polestar

Electric Driving For a Progressive Future

Designing and engineering a state-of-the-art web experience as impressive and exhilarating as the Polestar car itself.

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  • Led design and product strategy for Polestar's web and mobile experiences
  • Developed an information architecture with no dead ends
  • Designed a flexible UI kit to unify every digital touchpoint
  • Fast Company Honoree for Retail and User Experience in Innovation by Design Awards

Leading With Empathy and Inclusivity

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

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Albertsons

Simplifying Grocery Shopping for Millions

Building and unifying the digital ecosystem for one of the largest food and drug retailers in the US.

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  • Modernized the ecommerce experience
  • Created a scalable design system
  • Integrated 10+ disparate apps into one, reducing overhead
  • Launched in six months
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Allspring

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

All Work

Tipico | Succeeding on a Mission to Win Ohio

Simpli.fi | Building a Brand for the Future of AdTech

Amazon | Amazon Ads: Ads that work as hard as you do

Equifax | Modernizing Equifax Canada’s Customer Tools

Comcast | Commercializing the Comcast Cybersecurity Experience

The Ritz-Carlton | Redefining the Legacy of Luxury for a Powerhouse in Hospitality

YETI | Map The Gaps - Taking Google Street View Way Off The Street

YETI | Year in Preview

Champion | Evolving an Iconic Brand for a New Generation

Albertsons | Simplifying Grocery Shopping For Millions

Electric Driving Built for a Progressive Future | Electric Driving Built for a Progressive Future

Harris Williams | Modernizing Harris Williams with a Future-Leaning Tech Stack

Allstate Protection Plans | Bringing SquareTrade Into The Allstate Family

TikTok | Building Confidence in TT4B Solutions

Marriott Bonvoy Leisure | Reimagining Marriott Bonvoy As A Hub For Travel Content And Commerce

Meta for Business | Creating Connective Tissue to Drive Engagement

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

Allspring Remi Advisor Tools | Crafting a UI Through User Input and Clear Data Visualization

Citizens Bank | Driving Growth For a Storied Financial Institution

Galleri | Introducing a Revolutionary Medical Feat to the Market

Adidas | Engaging a Demographic With Digital Storytelling

The New School | Building Flexible, Data-Driven Pathways for an Academic Innovator

Citadel | Citadel & Citadel Securities Websites

KPMG | Reimagining KPMG US

Johnson & Johnson | Transforming a CPG Powerhouse Into an Inclusive Digital-First Marketer

Daymaker | A Platform Redesign That Supports Local Nonprofits in the U.S.

Bare Necessities | Redefining Fit

Kaplan | Transforming the Digital Ecosystem of a Major Education Provider

Pagaya | Empowering Financial Opportunity

1-800-FLOWERS | Celebrating Gifting With a One-Stop Shop

ConEd | Building A Future Vision For Clean Energy In New York

Party City | Turning a Brick-and-Mortar Mainstay Into an Online Phenom

KYLA Kombucha | Elevating A Beverage Brand's Positioning And Creative Strategy

Washington Football Team | Charting A New Path For An Iconic Institution

Legence | Designing the Digital Presence for a Formidable New Brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Gawker | Don't Call It A Comeback

Amazon Ads | Making Amazon Essential for Every Ad Buy

H&M | Modernizing The Intersection Of Inspiration And E-commerce

College Board | Positioning College Board as an Integrated Partner for Students

The Commonwealth Fund | Rebuilding a 100-Year-Old Foundation for the Next Century

National Council on Aging (NCOA) | A Personalized Digital Experience For America's Older Adults

adidas Superstar | Change Is A Team Sport

adidas Running | Bringing In-The-Moment Running Experiences To Boost Product Discovery

adidas Originals James Harden | Launching The Next Chapter In Adidas Basketball

The Venetian | Redefining Luxury in Las Vegas

MetLife Investment Management | Introducing A New Platform For An Institutional Powerhouse

William Hill Estate | Putting Chardonnay On Trend

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Giffords | Launching A Powerful Resource To Spark Action On Gun Violence

PGIM | Unifying PGIM's Global Asset Management Network

Bustle Digital Group | Modern Storytelling For Bustle Digital Group

J.P. Morgan | The First End-To-End Digital Platform In Commercial Real Estate

Xerox | Making Now Work: A New Campaign For A New Time

Mailchimp | A Digital Platform For Emerging Writers And Creators

Sky Italia | A Modern Digital Experience For The Italian Media Platform

Theodore Roosevelt Presidential Library | Defining The New Digital Museum Experience

Nylon | ReIntroducing An Iconic Publishing Brand

Mailchimp | Launching The New Digital Home For Tomorrow's Filmmakers

Input | A Brand New Destination About Technology In Our Lives

Morton Salt | Putting More Salt On US Tables

Cartier | Reimagining Cartier's Retail Experience

Sunbrella | Redefining The Digital Textile Space

Axe | An Iconic Men's Grooming Brand Known For Bold Marketing

CoinDesk | Relaunching A Pillar Of The Blockchain Community

Dignity Health | Delivering A Best-In-Class Digital Experience

NYCEDC | A New Hub For New Yorkers To Grow Their Business

Indigo AG | Adopting Regenerative Practices With The Terraton Initiative

TEGNA | Creating A Centralized CMS For 39 Local News Stations

The Jewish Museum | Bridging The Museum's Physical And Digital Experiences

Bustle Digital Group | Fatherly: From Dude to Dad

Rally | Elevating the Site Experience for a Crypto Pioneer

Bustle Digital Group | Mic – Stories That Fuel Curiosity, Creativity, and Change

CBRE | Building A Digital Infrastructure A Major Real-Estate Firm

Dean & Deluca | Connected Physical And Digital Gourmet Grocery Experiences

Vogue | A Fresh New Look for Vogue.com

SOM | Designing a Site For The Legacy of Architecture’s Most Prolific Firm

Xywav | A Flexible Component Library For The Jazz Brand

BioReference | Launching An On-Demand Healthcare Offering During A Pandemic

Says a Lot —

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We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions