Powering the Launch of the World’s First Electric Adventure Vehicle
- ClientRivian
- IndustryAuto
- ServicesCustomer Experience
- CapabilitiesContent strategy
A behind-the-scenes look at Rivian’s pre-launch reveal strategy
Rivian was nearing its pre-launch reveal of the world’s first electric adventure vehicle, and the digital experience needed to feel as considered and high-profile as the moment itself. It had to introduce the brand and vehicle with clarity, confidence, and momentum.
Code and Theory partnered with Rivian to shape the strategy and make the calls that turn a launch vision into a working experience—defining the architecture, designing the interface, and building the product detail and pre-order flow. The work balanced brand storytelling with practical decisions about platform, content, and execution so the experience could perform under launch-day attention.
Key Takeaways
Brand engagement
Strengthen engagement and awareness through coordinated launch support
Market leadership
Establish strategic positioning and leadership in the category
Platform scalability
Implement a flexible, scalable platform to support growth
Impact
For Rivian’s launch as the world’s first electric adventure vehicle, the team delivered a cohesive digital experience despite limited visibility into the final product design. With multiple agency teams contributing, the work aligned content and creative across consumer touchpoints to support a highly anticipated debut.
Rivian's Aspirational Digital Experience
Code and Theory started off its partnership with Rivian at an in-person onboarding and factory tour. The tour allowed us to dig deeper into the making of the vehicles and experience the materials used for inspiration. We worked with the agency partners to understand how their efforts would bleed into ours and vice versa. Our goal at the time was to architect a site that had the full brand ecosystem in mind—so the digital experience could reflect the same craft, materials, and intent we saw firsthand.
From that foundation, our design team audited innovative brands and the tools used to showcase vehicles. In doing so we were able to break the mold in designing an automotive site that doesn't feel stale or dated in an industry that easily can.
By connecting users with relevant content and paying attention to the way that we serve it, we’re able to inspire and educate potential consumers—bringing Rivian’s brand aspiration to life through an experience that feels cohesive across the ecosystem.
Rivian Brand Aspiration
As we defined the onboarding flow and the underlying information architecture, we focused on more than just helping people get oriented. We wanted the experience to guide them through the product and the story in a way that feels clear, intentional, and easy to move through.
Ultimately, the Rivian brand is aspirational at its core and we wanted that to be felt in the digital experience.
A reliable, flexible launch platform for Rivian
Working within limited internal access, a short turnaround time, and a constrained budget, we delivered a launch-ready solution that restored Rivian’s control over content and presentation. By pairing a WordPress CMS alongside the existing site and leveraging Shopify templates with customized JavaScript and CSS, we created a streamlined experience and a stable preorder flow. The result was a reliable, flexible system that supported a safe launch without the burden of full integration or a complex e-commerce build.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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