Sunbrella

Redefining the Digital Textile Space

1

The Background

Sunbrella Fabrics, one of the world’s foremost performance textile manufacturers, tapped Code and Theory to design a content system capable of supporting new website and brand strategies that would redefine the digital textile space. This end-to-end content engagement required:

  • a redefinition and honing of their business objectives and audiences
  • a deep understanding of their content structures and products
  • a strategic evaluation of their historical and current publishing efforts
  • a tactical and practicable content creation workflow and topic identification process in support of immediate and future publishing needs and goals

2

The Challenge

Blazing the trail in the digital textile space required a transformational shift in how Sunbrella approached content. Starting from the ground up, we modeled new ways for content to relate, organize and power a system.

To bring about this shift, we partnered step-by-step with Sunbrella on the vision and technicalities of a content strategy. We developed a cadence of collaborative sessions where discussion, questioning and explanation were baked into the process far before any hand-off of deliverables—leveraging activities such as card sorting, user journey mapping, Madlibs, persona development, and list-making. Our expertise in translating technical design approaches into manageable concepts, systems and processes would be critical for ensuring the success of our stakeholders’ socialization efforts across the organization and up the chain of command. We also hoped to empower their content creators and editors to harness the full advantages of a structured content system.

3

The Solution

We approached the project in two contiguous phases, focusing first on content modeling, then pivoting to editorial strategy and planning.

Taxonomy

To ensure that Sunbrella’s content represented the richness and detail of their textiles (qualities, contexts and types), we dove deeply into the world of textile metadata, ultimately crafting rich schemas that, at their maximum, supported nearly 100 unique attributes including highly bespoke, business-specific requirements. Once our schemas were in place, we dove into collaborative sessions with key stakeholders to develop controlled vocabularies—harnessing their highly specialized expertise to create multi-tiered term and phrase hierarchies capable of describing all aspects of their business.

Editorial Strategy

To design a bespoke editorial strategy, our content team began by rigorously inventorying and auditing the entirety of Sunbrella’s digital footprint. We documented and organized all customer-facing expressions of their brand—from evergreen product and product line descriptions to article-based lifestyle content, from tips on how to clean to features on sustainability or company history. Leveraging inputs from brand, analytics, SEO, and evaluative criteria crafted with the client, we developed a scorecard mechanism through which every unique URL could be evaluated and scored against objective and subjective criteria—garnering cumulative scores that guided how content should be brought into the new system. By inventorying and auditing all existing content, we were then able to identify gaps in editorial content based on brand pillars, keyword opportunities, seasonal relevance, and persona type needs.

Editorial Planning and Execution

To ensure all our work could be operationalized and fully owned by our client and their editorial teams in the long-term, we dedicated the final stage of our process to the development of heuristic artifacts to guide the client’s content teams through all stages of content planning, creation and evaluation. We created a site messaging architectural diagram to provide a high level overview of all the moving parts that go into the consideration process and prioritization of communication goals.

We also developed a content playbook that outlined our curatorial system and built a cohesive process. It moves from the key editorial building blocks (like users, user needs, brand narratives and SEO-friendly topics), to user archetypes whose journeys represent the needs of their primary audiences as they move from discovery to fulfillment, to a goal-based content planning map. The map consists of a four-step process that determines the content opportunities based on our archetypes, building blocks, and content criteria like journey phase, publication type, content pillar, SEO strategy, and narrative themes. Combined, our work with Sunbrella facilitated end-to-end content planning and execution and prepared the client for a renewed investment in editorial content creation to raise their profile in organic search and content marketing.

Our editorial work was then packaged in a robust and bespoke editorial content calendar. Given the client’s needs, the calendar was required to track end-to-end content production—integrating the required workstreams (as determined by our evaluative readout) and tracking the prioritization and cadence required to meet our sunset/revise/keep migration strategy to meet their desired launch date. Through our designs, product owners could to track projects by workstream start and end dates, create sub-workstreams, associate project ownership and approvals with any workstream line item, identify resources by practice and role, and track progress against workstream milestones. For the client, this final piece brought all our work together and left them feeling prepared to take ownership of their new system, workflows and challenges.

4

The Conclusion

The Sunbrella project offered content strategy the opportunity to test its facility in translating complex concepts and processes into useful, actionable artifacts. In every engagement, this effort looms as a potential challenge, but throughout the course of this project it became clear that additional efforts would yield value. This spurred the content strategy group to undertake a series of internal team workshops to align on storytelling strategies, update the ways we frame our capabilities and offerings both internally and externally, and inaugurate a series of internal exercises to roadshow and rehearse our new approach to inform future engagement.

Sunbrella also proved instrumental in helping us ramp up and further codify our editorial strategy and SEO offering—crystalizing the wealth of expertise shared between our Experience Strategy, Content Strategy, and Data, Research, and Analytics groups and prompting renewed efforts to formalize our internal distribution of knowledge and capabilities.

Social image 1
Sutter Health

Meet Scout: A Powerful Tool Building Resilience in Today's Youth

Scout is a mental health and resilience app making care and intervention more accessible for teens and young adults..

Read More
  • +40% Increase in reported user resiliency
  • Developed as a progressive web app for maximum accessibility across the socio-economic spectrum
  • 2024 Webby Winner in Apps & Software - Health, Wellness & Fitness
  • Code and Theory built, designed and launched Scout.

Driving B2B Growth

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

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

Evolving E-commerce to Fit Modern Audiences

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

Image 35
Polestar

Electric Driving For a Progressive Future

Designing and engineering a state-of-the-art web experience as impressive and exhilarating as the Polestar car itself.

Read More
  • Led design and product strategy for Polestar's web and mobile experiences
  • Developed an information architecture with no dead ends
  • Designed a flexible UI kit to unify every digital touchpoint
  • Fast Company Honoree for Retail and User Experience in Innovation by Design Awards

Leading With Empathy and Inclusivity

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

Black BoxBlack BoxBlack Box

Recognition

  • Code and Theory

    Ad Age A-List

    2024 Business Transformation Agency of the Year
  • YETI x Code and Theory

    Innovation by Design

    2023 Best in Marketing
  • Code and Theory

    Innovation by Design

    2023 Design Company of the Year
Albertsons 2x 1
Albertsons

Simplifying Grocery Shopping for Millions

Building and unifying the digital ecosystem for one of the largest food and drug retailers in the US.

Read More
  • Modernized the ecommerce experience
  • Created a scalable design system
  • Integrated 10+ disparate apps into one, reducing overhead
  • Launched in six months
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

All Work

Tipico | Succeeding on a Mission to Win Ohio

Simpli.fi | Building a Brand for the Future of AdTech

Amazon | Amazon Ads: Ads that work as hard as you do

Equifax | Modernizing Equifax Canada’s Customer Tools

Comcast | Commercializing the Comcast Cybersecurity Experience

The Ritz-Carlton | Redefining the Legacy of Luxury for a Powerhouse in Hospitality

YETI | Map The Gaps - Taking Google Street View Way Off The Street

YETI | Year in Preview

Champion | Evolving an Iconic Brand for a New Generation

Albertsons | Simplifying Grocery Shopping For Millions

Electric Driving Built for a Progressive Future | Electric Driving Built for a Progressive Future

Harris Williams | Modernizing Harris Williams with a Future-Leaning Tech Stack

Allstate Protection Plans | Bringing SquareTrade Into The Allstate Family

TikTok | Building Confidence in TT4B Solutions

Marriott Bonvoy Leisure | Reimagining Marriott Bonvoy As A Hub For Travel Content And Commerce

Meta for Business | Creating Connective Tissue to Drive Engagement

Pfizer World | Shaping a Platform into a Beacon for New Priorities and Ways of Work

Allspring Remi Advisor Tools | Crafting a UI Through User Input and Clear Data Visualization

Citizens Bank | Driving Growth For a Storied Financial Institution

Galleri | Introducing a Revolutionary Medical Feat to the Market

Adidas | Engaging a Demographic With Digital Storytelling

The New School | Building Flexible, Data-Driven Pathways for an Academic Innovator

Citadel | Citadel & Citadel Securities Websites

KPMG | Reimagining KPMG US

Johnson & Johnson | Transforming a CPG Powerhouse Into an Inclusive Digital-First Marketer

Daymaker | A Platform Redesign That Supports Local Nonprofits in the U.S.

Bare Necessities | Redefining Fit

Kaplan | Transforming the Digital Ecosystem of a Major Education Provider

Pagaya | Empowering Financial Opportunity

1-800-FLOWERS | Celebrating Gifting With a One-Stop Shop

ConEd | Building A Future Vision For Clean Energy In New York

Party City | Turning a Brick-and-Mortar Mainstay Into an Online Phenom

KYLA Kombucha | Elevating A Beverage Brand's Positioning And Creative Strategy

Washington Football Team | Charting A New Path For An Iconic Institution

Legence | Designing the Digital Presence for a Formidable New Brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Gawker | Don't Call It A Comeback

Amazon Ads | Making Amazon Essential for Every Ad Buy

H&M | Modernizing The Intersection Of Inspiration And E-commerce

College Board | Positioning College Board as an Integrated Partner for Students

The Commonwealth Fund | Rebuilding a 100-Year-Old Foundation for the Next Century

National Council on Aging (NCOA) | A Personalized Digital Experience For America's Older Adults

adidas Superstar | Change Is A Team Sport

adidas Running | Bringing In-The-Moment Running Experiences To Boost Product Discovery

adidas Originals James Harden | Launching The Next Chapter In Adidas Basketball

The Venetian | Redefining Luxury in Las Vegas

MetLife Investment Management | Introducing A New Platform For An Institutional Powerhouse

William Hill Estate | Putting Chardonnay On Trend

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Giffords | Launching A Powerful Resource To Spark Action On Gun Violence

PGIM | Unifying PGIM's Global Asset Management Network

Bustle Digital Group | Modern Storytelling For Bustle Digital Group

J.P. Morgan | The First End-To-End Digital Platform In Commercial Real Estate

Xerox | Making Now Work: A New Campaign For A New Time

Mailchimp | A Digital Platform For Emerging Writers And Creators

Sky Italia | A Modern Digital Experience For The Italian Media Platform

Theodore Roosevelt Presidential Library | Defining The New Digital Museum Experience

Nylon | ReIntroducing An Iconic Publishing Brand

Mailchimp | Launching The New Digital Home For Tomorrow's Filmmakers

Input | A Brand New Destination About Technology In Our Lives

Morton Salt | Putting More Salt On US Tables

Cartier | Reimagining Cartier's Retail Experience

Sunbrella | Redefining The Digital Textile Space

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

CoinDesk | Relaunching A Pillar Of The Blockchain Community

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

NYCEDC | A New Hub For New Yorkers To Grow Their Business

Indigo AG | Adopting Regenerative Practices With The Terraton Initiative

TEGNA | Creating A Centralized CMS For 39 Local News Stations

The Jewish Museum | Bridging The Museum's Physical And Digital Experiences

Bustle Digital Group | Fatherly: From Dude to Dad

Rally | Elevating the Site Experience for a Crypto Pioneer

Bustle Digital Group | Mic – Stories That Fuel Curiosity, Creativity, and Change

CBRE | Building A Digital Infrastructure A Major Real-Estate Firm

Dean & Deluca | Connected Physical And Digital Gourmet Grocery Experiences

Vogue | A Fresh New Look for Vogue.com

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

Xywav | A Flexible Component Library For The Jazz Brand

BioReference | Launching An On-Demand Healthcare Offering During A Pandemic

Says a Lot —

Latest

News — 

Code and Theory Named ANA B2B Agency of the Year

News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

KnowTechie | Figma’s bet on FigJam’s AI will make meetings more bearable

News — 

Fast Company | Figma is betting its AI can make meetings less terrible—even without Adobe’s backing

News — 

Mediapost | Stagwell, RealClearPolitics Unveil New Polling Platform

News — 

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

News — 

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

News — 

Insider Intelligence | B2B Marketing Trends to Watch in 2024

We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com