SOM

Designing a Site Fit For The Legacy of Architecture’s Most Prolific Firm

SOM CMS

1

The Background

SOM’s legacy of innovation, care for craft, and collaborative approach to process is why they’ve been leaders that push the industry forward like no other firm can since their inception in 1936. However, it’s through their people that they’ve been able to create a culture that celebrates diverse and unique perspectives, ultimately making their work the best in the world.

Built on a set of rigid templates, SOM’s site didn’t bring forth this humanity that makes their work possible, from the smallest graphic installation to the tallest skyscraper. In a complete redesign, Code and Theory partnered with their marketing and communications team to create a destination that’s reflective of the quality of their work, ideas, people, and culture.

7 001

2

The Execution

On the new site, the breadth of SOM’s portfolio is elevated through the inclusion of space to highlight the creative process, letting users dive deeper into parts of the story that are of particular interest to them. The projects that prove their innovative and collaborative approach are supplemented with research, ideas, exhibitions, and publications, further cementing the depth and extent of their multidisciplinary contributions to the industry.

Equally important to the work, their perspective-diverse people are intentionally highlighted by democratically bringing more individuals onto the site and connecting them to their contributions, from projects to news to values-driven cultural initiatives.

5 001
9 001

3

The Website

We redesigned the website to communicate that SOM is more than just projects. The homepage of the website communicates who SOM is and why their work is so prolific. Across all borders and devices, we curated a responsive design and multi-language capabilities which ensures that anyone can engage with the site regardless of where they are. We used extensive expertise in order to streamline SOM’s site, minimizing confusion and overlap while updating preexisting language to terms that don’t require industry knowledge. The site’s design language is timeless and simple—while maintaining an edited and rigorous structure—so that images of SOM’s extensive work can be at the forefront, without distraction from any superfluous design elements.

Because of the scale of their work, many of SOM’s projects involve multiple expertise and areas of work. As a result, we dove deep, having unique URLs for sharing, while still being a part of the overall project page narrative and experience. The culture section highlights the firm’s people, their unique perspectives through their voices, and the internal work they do to foster a collaborative environment for all. Going beyond buildings, the Ideas section of the site consolidates research, stories, exhibitions, and publications—with layouts tailored to further frame SOM as leaders in the industry.

Important need-to-know information is met with the story of SOM’s legacy and the values they hold today, ensuring site visitors know who they are, what the latest is on them, what they value, and how to get in touch.

11 001
Screenshot 2023 09 29 at 3 51 52 PM
The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

Read More
  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

Driving B2B Growth

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

Tipico Featured Module
Tipico

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • 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.

Screen Shot 2023 03 01 at 11 14 04 AM
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.

Read More
  • 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.

Untitled design
Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • 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

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market

Galleri

<p>Galleri</p>

Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More
Black BoxBlack BoxBlack Box

Recognition

  • 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

 2023

Says a Lot —

Latest

News — 

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

News — 

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

News — 

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

News — 

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

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing