Elevating The Site Experience For a Crypto Pioneer



Rally, a cryptocurrency-based platform for creators and their communities to build their own independent digital economies, tapped Code and Theory to launch a revamped website that would reflect an overhauled brand identity focused on putting creators first.

In developing the new website, we focused on the platform’s core audiences: prospective creators across YouTube, TikTok, Instagram influencers, gamers, artists, and more; their communities; creator fans, and crypto-enthusiasts.



The Challenge

Despite being a crypto-based offering, the Rally team had several experiential and organizational goals: the site should not feel predominantly financial or transactional; it should showcase creators and their work, increase the public profile of Rally, and convince creators that Rally is the platform of choice to grow their business and brand. Lastly, the site needed to utilize a technical platform that could grow and scale with the ambitions of the company.

To meet these challenges, we developed a highly visual yet flexible site system that could be used to showcase creators and their offerings in a marketing capacity, deliver educational content about the Rally brand, creators and suite of offerings, and be scaled to support the more financial aspects of the platform in terms of visualizing creator data and prompting users to purchase or sell Creator Coins.

The new site launched in September 2021 to rave reviews from both the general public, existing Rally creators, and new creators starting their career on the platform.



What We Did

Showcasing Diverse Work | The creators are the lifeblood of the Rally platform, and span genres like video games, art, music, film and more. The new site system was founded on the principle of visually elevating and showcasing these diverse mediums while also offering context for users to understand creators (and Rally) more deeply.

Empowering Creator Stories | We scaled the system to allow creators to tell their own stories by designing components that showcase storytelling around the benefits of backing them, while also adapting visualizations in order to easily convey the variety of data that describes each coin. Additionally, we applied the design system to creator-only views that allowed them to see their coin performance and transaction history over time.

Supporting a Growing Ecosystem | Rally is as much a technical platform as it is a financial one. As the ecosystem grows, we wanted to ensure that users – whether Creators, the Community, or Developers – could easily find and access diverse sets of resources geared towards their needs.

Educating New Users | Cryptocurrencies and the Rally product are complex. Through a variety of components, the site system accounts for different ways of communicating information in visually interesting and digestible ways.

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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
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    Ad Age

    2020 Agency A-List

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