Building a Brand for the Future of AdTech


The Background is an Ad Tech company built on the very idea of doing things differently from the rest of the category—and they deliver on that promise. The company built a reputation with their point solutions. They were looking to tell a holistic platform story, showcasing how they support agencies and brands as they move into an unchartered advertising future. Our task was to define, build, and launch a new brand that could effectively tell that story and ultimately drive growth.

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The Strategy

We developed a brand strategy to support not only where the company is today, but where they want to go tomorrow. This strategy informed our brand platform, “Maximize Relevance.” This speaks to’s dedication to connecting customers to the most relevant tools, data, reporting, systems, and audiences. It’s through this dedication that can deliver maximum results.

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The Outcome

Powered by this platform, we created a bold visual and verbal identity that breaks from category conventions and feels as differentiated as the company’s products and solutions. We infused this look and feel into a broad array of sales and marketing materials. We also created a brand-new corporate site for that could showcase the new story, deliver the platform, demystify the products, and scale with ongoing business growth—all while building credibility with existing and prospective customers, and employees.

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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

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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


Says a Lot —


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The Cold Standard — YETI Launches New Coolers Experience, Built by Code and Theory

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Digiday | Are NFTs Dead? How Media Agencies Are Framing the Future of This Blockchain Tech

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The Drum | Do Marketers Need To Pay Attention to Elon Musk’s Latest Venture, xAI?

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The Drum | Here’s How 7 Major Ad Agencies Are Currently Using AI