Re-introducing an Iconic Publishing Brand



A long history of collaboration.

Bustle Digital Group has been in the business of acquiring publications, and Code and Theory has been an integral partner in helping them grow their portfolio and rethink modern digital storytelling over a multi-year engagement.

Our work began in 2016 by partnering with long-time collaborator Joshua Topolsky to create The Outline, which made waves for its unconventional storytelling systems and the advent of the card system. The publication was acquired by BDG in 2019, along with Inverse, a science fiction and entertainment site, and Topolsky’s idea to create Input, a new consumer technology site. Iterating on the Outline’s card system, we launched Input and Inverse with an improved card system for new types of stories.

Introducing the new Nylon, the latest launch in our partnership with Topolsky and BDG.

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We leveraged the card system foundation we’d developed for BDG over the years but took a unique design approach. We started with a toolkit of typographies, color schemes, and image treatments. Multiply that by different card types and layout variations, and there are hundreds of permutations of how a single card can look. The card is the foundation of every story and is highly flexible for the story it needs to tell. The story determines the presentation — not the other way around.

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A unique visual identity that reflects Nylon’s audience and editorial intent.

Nylon attracts a predominantly female audience, focusing more on music, entertainment, beauty, and lifestyle. This new audience, and therefore new topics, meant we had to generate novel card types and design motifs, such as horoscopes, Q&A, and e-commerce. Digital Issue Hubs and long-form article pages support Nylon’s content calendars: monthly issues, cover shoots, and sit-down interviews.

Nylon is about discovering the next big thing in entertainment and music. Our design brings to life grungy textures, graphical references like music festival posters, hand-written graphics, and bold energetic typography. The grid and scale of elements reflects the slower publishing pace with large imagery and expressive type.

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


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