Theodore Roosevelt Presidential Library

Defining the New Digital Museum Experience

When the Theodore Roosevelt Presidential Library Foundation (TRPLF) approached Code and Theory, they shared their exciting mission — to launch the first “digitally-native” museum in the United States, where, through immersive storytelling, interactive technologies, multisensory experiences, and embodied learning, guests will explore Roosevelt’s life, legacy, and enduring relevance.

Even though the physical library won’t break ground in its Medora, North Dakota home for a few years, the TRPLF wanted to lay the foundation of their modern, future-forward approach on their website and social media platforms, while engaging us to share our vision of what a paradigm-shifting museum experience could be.

Thus, our challenge was multifaceted—to both establish a new digital identity and presence across social and the web, and deliver our idea of what a digitally-native museum could look like in 2020 and beyond.

Brand Identity, Content Strategy, and Website Design and Development

In establishing TRPLF’s digital identity, we were inspired by T.R.’s life and a trip to his Sagamore Hill home in Oyster Bay on Long Island. A man of diverse interests, points of view, and intellectual pursuits, our design system took references from his famous home library to showcase different facets of the foundation — building the library, getting people involved, showcasing T.R. himself, and displaying the myriad artifacts that continue to represent his life.

We translated those insights into a design aesthetic that pays homage to his inspiration in the rugged Badlands while being modern and scalable for 2020. Our social content strategy was designed to showcase T.R.’s depth and complexity, focusing on his life, myriad accomplishments (like the protection of 230 million acres of public land), famous T.R.-isms (“Do what you can, with what you have, where you are”) and more.

The site system was inspired by the ultimate mission of our client — to tell stories through a differentiated, digitally-native museum experience, not just at the physical site, but using digital as well. Accordingly, immersion, flexibility, and, importantly, the ability of the site to scale with the ongoing digitization of T.R.’s life and the project’s progress were paramount.

A Vision for the Digitally-Native Museum

We knew this museum had the opportunity to redefine a category, the idea of access, and what it means to bring physical and cultural spaces to life through digital innovation.

In crafting our vision for the digitally-native museum, we began by auditing existing digital museum experiences and, in the process, unlocked several key themes: they primarily focused on democratization of access, the use of media to bring the physical experience to life, and the surfacing of information and content beyond the limits of the physical display space.

These patterns mirror a larger trend in bridging emerging technologies with older institutions: first they transliterate and then they innovate, broaden, and redefine. Our approach was rooted in defining those next steps by asking a key question—what advantages does digital hold, both in the back end and front end, over physical museums that can create differentiated engagement?

Answering this helped us ideate experiences that could only be achieved through digital innovation and technology. Furthermore, we thought about each and every channel as a moment for conversion and loyalty. Unlike traditional museums, where the single point of conversion is visiting the museum, a digitally-native museum can (and should) facilitate unique engagement opportunities on any and all channels.

To generate both public excitement and fundraising engagement, we created a future vision video that crystallizes the Foundation’s vision for the first digitally-native museum, positioning the TRPLF as a thought leader in bringing cultural institutions to life digitally.

TR

While our partnership with the Foundation began before the COVID-19 pandemic, the TRPLF’s mission to build a digitally-native museum is particularly relevant right now. Remote living during the pandemic, and the repercussions of this unprecedented event, will permanently shift our behaviors, mindsets, and expectations of digital experiences, redefining what does and does not provide added value. This digital-first approach to imagining what a museum means can act as a beacon for future cultural institutions.

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