The Commonwealth Fund

Rebuilding a 100-Year-Old Foundation For The Next Century

1

The Brief

We received a brief to future-proof a 100 year old foundation.

The Commonwealth Fund came to Code and Theory with a specific need: they had a century-old archive of research content that needed to be architected for modern search engines and the next 100 years.

This assignment included an opportunity to redesign the site for the 21st century so we could help solidify the Fund's position at the forefront of the healthcare policy debate.

Together, we set out to modernize, optimize and streamline the Commonwealth Fund's gigantic information-architecture, and amplify the mission that drives the foundation: We are a foundation dedicated to affordable, quality, healthcare. For everyone.

CWF page 6

2

The Approach

The Fund's mission is dedicated to supporting independent research promoting a better and more equitable healthcare system–particularly for society's most vulnerable, including people of color, people with low income, and those who are uninsured.

As the COVID-19 pandemic demonstrated, healthcare in the United States is rife with inequities and serious shortcomings as millions of people cannot get and afford the healthcare they need.

Through research we discovered that the Fund’s data was organized in a sprawling taxonomic framework that was inhibiting connections and order.

As a prominent resource in the healthcare industry, we needed to standardize and consolidate the Fund’s pre-existing taxonomy. We did this by establishing an intelligent site-search algorithm, designed around industry semantics to produce meaningful relevancy.

Using a data driven approach, we were able to find solutions to create an easier structure and hierarchy for the Fund’s key audiences (policy makers, legislators, researchers, media and the educated public) to navigate and provide us with the healthcare we need.

We used technology as a tool to improve communication, developed a new information-architecture to deliver accurate search results and relevant recommendations, and created a beautiful new design system and color scheme to leverage the Fund’s mission.

CWF page 5

3

The Outcome

Publishing to reinforce the mission – The new information architecture and site design emphasizes the fund’s mission. Every piece of research is published beneath a visual banner that communicates its intention while linking to a focused browse experience.

A new visual tone – The new design introduces new brand colors, content franchises, and a mobile-optimized framework that delivers value on the go.

With the new site prioritization– Everything the Fund does is clearly connected to their mission and ensures it’s findable and scalable for the next 100+ years.

CWF page 7
CWF page 8

Evolving E-Commerce To Fit Modern Audiences

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

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't Call It A Comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More

Evolving the Financial Services Model

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

Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
College Board| Positioning The College Board As An Integrated Partner For Students

Transfiguring An Integrated Student, Parent And Educator Experience

<p><strong>Transfiguring An Integrated</strong> Student, Parent And Educator Experience</p>

Transfiguring an integrated student, parent and educator experience.

Read More
Rally| Elevating The Site Experience For A Crypto Pioneer

Elevating The Site Experience For a Crypto Pioneer

<p><strong>Elevating The Site Experience</strong> For a Crypto Pioneer</p>

Elevating the site experience for a crypto pioneer.

Read More
Coned Additional
ConEd

Building a future vision for Clean Energy in New York

ConEd tapped us as AOR to lead an integrated, purpose-driven marketing partnership to educate a multitude of audiences

Read More
  • A new brand strategy that ties ConEd’s clean energy vision to its purpose
  • An integrated creative campaign to showcase ConEd’s clean energy vision to its customers
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

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

Says a Lot —

Latest

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

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