A New Hub for New Yorkers to Grow Their Businesses

In the fall of 2018, Code and Theory kicked off an endeavor to reimagine the digital domains of the New York City Economic Development Corporation (NYCEDC) as a new hub for New Yorkers to take pride and invest in the development of their own city.


The Background

Throughout our year-long partnership, we brought to life NYCEDC’s passion for New York City and its people with immersive storytelling, stunning and vibrant visual design, and clear and focused navigational pathways. Our current engagement includes strategy, design, development, content strategy and creation, and usability testing.


The Experience

Aid User Discovery — We redesigned the site’s information architecture and taxonomy to enable more fluid pathing structures and page linking. This creates better connections between projects, programs and success stories, ultimately empowering NYC businesses to discover the right opportunities and take action.

Enable Task Completion — Utilizing best practices for form design and lead-generation funnels, the site helps users submit for bids, find the right incentives and training programs, and, when stuck, reach out to the right contact with pointed questions.

Impress with Visual Presentation — The design pays homage to the city it represents: dynamic, premium and forward-thinking. Best-in-class visual and interaction design adhering to modern responsive web practices are assets we bring to every project.

Inform and Inspire — Along with comprehensive editorial guidelines, we authored nearly 40 pages of site copy from project pages to employee profiles, shaping NYCEDC’s tone and voice: expert, inclusive, innovative and transparent.


The Conclusion

With everything we build, we create products that can maximize annuities as time goes on. We crafted a design system that can support a wide variety of content needs, striking the right balance between cinematic visual modules and scannable text-based modules, allowing content editors to create beautiful bespoke pages in the future.

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.

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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.

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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Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

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  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work


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