NFL

Fueling the Weekly Rhythm of Football

The NFL dominates the American sports landscape — and it's not close. It accounted for 93 of the 100 most-watched TV broadcasts in all of 2023 (Source: Sportico), plus fans are engaged year-round across the NFL landscape, including fantasy leagues, betting, new TV shows, and millions attending training camps and live games. But the NFL was simultaneously missing crucial opportunities for growth with the next generation of fans who have higher expectations for live streaming, breaking news, real-time content and more.

The NFL partnered with Code and Theory to redesign the league's app and deliver the ultimate, video-first fan experience.

By elevating its mobile app experience — from design to content and functionality — we helped the NFL simultaneously drive more fan loyalty, bring in a broader swath of new fans, and grow its emerging NFL+ streaming product, the NFL's D2C service to watch in-market and national games.

Impact

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Bringing Fans Closer to the Game

The NFL Product and Design teams worked closely with Code and Theory to redefine the user experience from the ground up. We created a new design system that bridges the rich history of the League and 32 clubs with a modernized look and new features focused on bringing fans closer to the game.

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Giving Fans the Experience They Actually Want

Combining the NFL's proprietary research with our audience and market analysis, we evaluated how the app could enhance the modern fan experience. Fans are often confused by video services and subscriptions and frustrated with commoditized sports content. In close partnership with the NFL, we reimagined the app to deliver an easy-to-use, fast, personalized experience.

By overhauling the architecture, design, and user experience to be D2C-centric, and highlighting unique NFL features like Next Gen Stats and exclusive content, we created a refreshed, dynamic, and valuable app for all fans.

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Making Sundays Even More Special

Sundays are appointment viewing for NFL fans from early day to late night, whether you watch at home, at the bar, or on the go, with an average of 14 games being played between 1 pm – 8 pm EST. NFL+ offers the chance to get live local and national games and RedZone in the users’ hands, wherever they are, to deliver the ultimate Gameday experience. To get fans into the action as quickly as possible, the new app:

  • Lands users on an immersive, watch-first experience showcasing multiple live video streams featuring NFL RedZone, live local games, national games and NFL Network via NFL+
  • Makes the homepage a fan’s one-stop shop for the week’s schedule, including audio streams for out-of-market games, game highlights and pregame video previews, or see what they missed via Game Replays
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Reinventing the Game Page

For fans looking for a deeper dive, we reinvented Game pages, which pull together live and VOD video, audio, play-by-play, stats, drive charts and more. This includes new features including:

  • A seamless pinned video player that enables game video or audio to stay with you as you travel around the app, allowing multitasking across scores, reading news and following the game
  • A new “game switcher” that lets fans quickly jump between games and RedZone
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Built for Beyond Game Day

The habits, behaviors, and passions of Sunday Gameday were the starting point for the experience, but the new NFL app stays in tune with the rhythms of the NFL day, week, and season while always keeping the fan at the center of the experience. Throughout the week, the app's Watch & News screens dynamically adapt to the ebbs and flows of the week, transitioning from Injury Reports in the run-up to Gameday to the Game experience itself to the analysis of the week and the previews of the next one.

Beyond the season, there is plenty of enhanced action around the NFL Combine and Draft. The app includes an immersive draft tracker and an in-depth look at player performance, comparisons, projections and team needs.

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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Code and Theory Earns 20 Wins in w3 Awards for JPMorganChase, YETI, The Ritz-Carlton and more

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Ad Age | Brand safety—how marketers can embrace real-world discussions that match their message

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Mediapost | Wieden + Kennedy's Ismaila Traore Joins Stagwell's Code and Theory

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Adweek | T. Rowe Price Chooses Code and Theory for Global Digital Transformation

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Digiday | Why AR and VR are not going away, as AI advances personalization, measurement

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Campaign | Big Tech is missing the mark when promoting new AI tools

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