Sky Italia

A Modern Digital Experience for the Italian Media Platform

Code and Theory partnered with Sky Italia, the renowned broadcaster, to create a modern digital platform experience and publishing workflow.

The challenge was to strengthen Sky Italia’s identity in the Italian news market. There was fierce competition in the digital space from several players with strong historical presence and years of brand legacy in Italy.

Sky Italia were well known as a premium TV provider and in a strong period of audience growth for their digital properties. But they were still not as well known as a digital media outlet and their multiple properties needed to be more clearly connected to the master brand.

Our task was to elevate the digital Sky Italia brand and experience globally, across their verticals — the news channel Tg24, Sky Sport and a new entertainment vertical, Tg24 Spettacolo. Given that the brand was known as a premium TV provider with quality content, our main priority was to increase awareness around their digital offering.

User-centric design

At the heart of our strategic approach was creating user-centric design. The key to this framework was understanding user behaviors and how they could help users more easily navigate across verticals to enjoy Sky’s full offering.

By understanding user motivations, leaning into Sky’s core value proposition, and identifying tactical wins, we were able to create a holistic and rigorous strategic approach.

These assumptions were vetted through in-depth user journeys to explore how all the elements could come together.

This approach, in tandem with a flexible set of storytelling tools, allowed Sky Italia to bolster their ability to create engaging, user centric experiences.

In order to strengthen their digital experience and create a global design system, we collaborated with the teams in Milan across a wide range of areas to reframe their existing processes, including editorial workflows, design systems, advertising integration and technical approach.

Over an ambitious roll-out phase, we worked with their design, product and technical teams, and co-located in their Milan offices. We created a scalable design system with a phased approach, following a robust phase of definition.

Iterative Experience Tactics

We identified experience tactics that would help improve the user experience within the vertical pillars. These included solutions to improve storytelling, loyalty and retention, video, navigation and personalisation. Each one of these tactics was tested, iterated and implemented in an agile process to ensure we were designing the best experience for the user based on market, region and user type.

Foundation and future

In order to support the evolution of their digital business we provided a roll-out framework to bring life to future developments.

The strategy was divided into quick wins, foundational and overhaul solutions. In the short term, we focused on high-impact, low-to-mid effort solutions within the existing structure of the site. We then turned to creating a solid foundation, getting to parity with new versions of existing parts of the sites that would define the foundation and start future processes. Finally, once the core functionalities were performing effectively, we began to focus on new features that would drive the strategic business initiatives and objectives forward.

“Code and Theory enabled us to build a bold, new visual identity across our editorial properties while keeping strong brand recognition. Their structured approach at every step ensured collaboration across the business areas but also with a strong focus on the user. The outcome has been to create a scalable, impactful system that sets a new standard for our digital properties.”

– Chei Amlani, Director of Product and Audience, Sky Italia

Cover case study 2

Continue toThe Things We MakeProject

A Bold Vision for Healthcare

From patient-centric products to back-end systems for providers, we’re reimagining how healthcare is experienced.

BDG Floating
Bustle Digital Group

Modern Storytelling for Bustle Digital Group

Over six years, we invented new media platforms and reinvigorated classics—all with unparalleled design paradigms.

Read More
  • Bold creative identities
  • Flexible and scalable design systems
  • Customizable card formats and interactive storytelling

Cultivating Community in Education & Government

We’re strengthening some of the most influential institutions through digital-first platforms and communications tools.

Digital Media. Redefined.

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Evolving the Financial Services Model

We're transforming an antiquated industry through cutting-edge design—and driving the future of finance forward.

Shifting the Digital Fashion Paradigm

Vogue | Creating a Smarter, Lighter, More Fluid and Fully-Responsive Vogue.com

Transforming
the Physical
into Digital

From museums to film festivals, we’re building online ecosystems that recast physical experiences as digital worlds.

Ad Age 0023Ad Age 0023Digiday1 0039

Recognition

  • Code and Theory

    Ad Age

    2020 Agency A-List
  • Code and Theory

    Ad Age

    2020 Best Places to Work
  • Code and Theory

    DIGIDAY

    2019 Creative Agency of the Year

All Work

Standard Rivian

Rivian | Launching the World's First Electric Adventure Vehicle

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

NYCEDC | A New Hub for New Yorkers to Grow Their Business

Standard Car Spotting

MotorTrend | A Gaming App Experience for Car Connoisseurs

Standard NBC News v4

NBC News | Launching Three News Verticals for the Media Giant

The Jewish Museum | Bridging the Museum's Physical and Digital Experiences

Mailchimp | A Digital Platform for Emerging Writers and Creators

MIT Sloan School of Management | Crafting a Platform for Ideas Made to Matter

Pulped | Providing Provocative, Alternative and Irreverent Video Content

United Technologies | Uniting a Quarter Million Employees Under One Platform

Nuveen | Giving an Age-Old Investment Behemoth New Digital Prowess

U.S. Chamber of Commerce | A Brand and Platform for Small Business Partnerships

Sunbrella | Redefining the Digital Textile Space

CoinDesk | Relaunching a Pillar of the Blockchain Community

Axe | An Iconic Men's Grooming Brand Known for Bold Marketing

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

Xerox | Making Now Work: A New Campaign for a New Time

Nylon | Re-introducing an Iconic Publishing Brand

Input | A Brand New Destination About Technology in Our Lives

Dignity Health | Delivering a Best-In-Class Digital Experience

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Indigo AG | Adopting Regenerative Practices with the Terraton Initiative

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

TEGNA | Creating a Centralized CMS for 39 Local News Stations

Facebook | Digital Tools to Revive and Inspire the Journalism Industry

Nasdaq MarketSite | Nasdaq's Global HQ in NYC Gets a Pervasive Digital Infusion

NBC News | A New Experience for Digital News

J.P. Morgan | Powering the Financial Leader's Acquisition Engine

Eurosport | Bringing Live Sports to the Palm of Your Hand

Moncler | Bridging the Audience Gap with Moncler

CNN | Understanding American Elections, One Visualization at a Time

The New Center | A New Home Devoted to Saving the American Political Discourse

NBC Sports | Going Local: An NBC Sports App to Connect Fans and Home Teams

New York Life | What 170 Years of Success Looks Like for Today's Evolving World

MCM | Using Data to Empower an Iconic Luxury Brand for Growth

NBC News | NBC's Iconic Morning Show Becomes a Digital Lifestyle Destination

Citi Ventures | A Mobile Banking Service for a New Generation

One Night | An App Experience Fit for One Night of Spontaneity

Xfinity Mobile | Launching Comcast's Category-Breaking Mobile Service

The Outline | The First Modern Mutation in Digital Publishing

Shirley Ryan AbilityLab | A Digital Platform Transforming the Medical Field

The Council on Foreign Relations | Modernizing the Digital Presence of a Storied Institution

American Bar Association | Modernizing One of the World's Largest Professional Organizations

Quest Diagnostics | Reinventing the Quest Digital Patient Experience

C40 Cities Finance Facility | A Platform Built for a More Sustainable Future

NBC News | Designing Snapchat's First Daily-News Program

Fine Arts Museums of San Francisco | A Modern Identity System Uniting Two Eclectic Museums

H&R Block | Block Advisors, a Financial Planning Service Built Around You

Communication Arts | A New Era for the Iconic Inspirational Hub

Burger King | Introducing Grilled Dogs with Snoop Dogg

WWE | Building a Content Platform for Heavy Lifting

International Rescue Committee | A Responsive Site for the World's First Responders

HearstLive | The World From a Hearst Point of View

NBC | 16 Days With the World's Biggest Website

American Express | Turning an Acquisition Journey into a Bento Box

The Scene | Introducing The Scene, Conde Nast's Ultimate Content Platform

The Guardian | A Native Platform for One of the World's Most Iconic Publishers

Foursquare | Visualizing Data for the Platform's Pinpoint Ad Product

Consumer Reports | Turning a Transactional Brand into a Shared Lifestyle Community

The Truth | Rebuilding a Revolutionary Brand for Modern Times

Comcast Corporate | From Corporate to Modern: Comcast's Brand New Platform

Guggenheim Partners | A United Digital Vision for an Innovative Investment Manager

The Huffington Post | A Redesign for the 10th Anniversary

BBC News | Finite News Optimized for the Video Generation

Brand USA | Amplifying the USA as an International Travel Destination

H&R Block | A New Tax Offering for Expats

Bloomberg | Creating a Smarter, Faster Bloomberg.com

G6 Hospitality | A New, Reliable and Efficient Motel6.com

Vanity Fair | Transforming a Summit Site into a Responsive, Flexible Destination

NY.gov | A New Online Presence for New York State

New York State Senate | A Digital Platform for Transparency, Engagement and Communication

Vogue | Creating a Smarter, Lighter, More Fluid and Fully-Responsive Vogue.com

Hearst | Creating a Differentiated Yet Useful Site Experience

Bloomberg | A Completely Original Take on Political Coverage

Condé Nast | Distinguishing GQ France as a Leading Lifestyle Voice for French Men

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

Romper IG 5
News — 

Communication Arts Names Romper Webpick of the Week

News — 

Little Black Book | Don’t Take a Stand. Walk the Walk.

Sxswfeature
News — 

Vote for Code and Theory's SXSW 2021 PanelPicker Ideas!

News — 

Little Black Book | The Lifestyle of the Gradient

IB Dstandard
News — 

C&T Receives 5 Honorable Mentions | FastCo Innovation by Design

Amycarvajal
News — 

Little Black Book | 5 Minutes With... Amy Carvajal

Pgimstandard2
News — 

Campaign US | PGIM to Launch 8 Sites

black-background.jpg
News — 

Communication Arts Names C&T Health Webpick of the Week

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions