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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Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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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
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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
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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

All Work


Says a Lot —


News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

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Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

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Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

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Figma Names Code and Theory as Launch Partner in New Service Partner Program

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Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

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Code and Theory Network Wins Six W3 Awards

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Facing the Future: A Guide to AI and Design Transformation

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Amazon Ads Debuts First Small Business-Targeted Campaign