StuyTown & Beam Living

Human Design Built for Scale

Blackstone-owned StuyTown is a multi-family apartment complex in New York city that is unrivaled in scale. Spanning over 27 city blocks it houses over 21,000 New Yorkers in over 11,000 apartments. It is truly a city within a city.

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Code and Theory partnered with StuyTown and Blackstone in November of 2018 to design a scalable site system and app ecosystem that makes it easy to decide, buy, and live in multi-family apartments in NYC. By tackling the end-to-end consumer marketing funnel, from awareness to conversion to resident retention, we built a CRM pipeline and experience ecosystem that delivered on the potential and scale of Blackstone's real-estate network.

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With StuyTown as the most complex multi-family use case we relied on research and human-centered design principles to optimize content marketing funnels, apartment search configurators, apartment tour booking, application flows, onboarding, move-in day support and ultimately life at StuyTown—connecting residents to amenities, community events, maintenance requests, and unique partnership offers.

Our design process focused on creating a system that could scale to other low and medium complexity use cases, adapt to feature new brand and service partners, and streamline platform operations and maintenance across the entire Blackstone multi-family portfolio.

The end result was a data optimized marketing funnel and a sticker resident experience delivered by rich user profiles and intelligent service curation.

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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
Tipico

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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Allspring

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.

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Pfizer World

<p>Pfizer World</p>

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

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Galleri

<p>Galleri</p>

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

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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

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