The Commonwealth Fund

Rebuilding a 100-year-old Foundation for the Next Century

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

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

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

Continue toThe Things We MakeProject

Evolving the Financial Services Model

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

CBRE| The digital infrastructure for the biggest commercial real-estate firm

Building a digital infrastructure for the world’s biggest commercial real-estate firm

<p><span>Building a digital infrastructure for the world’s biggest commercial real-estate firm</span><br /></p>

A new vision and design direction breaking the mold in commercial real estate.

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

A Site Fit For The Legacy of Architecture's Most Prolific Firm

<p>A Site Fit For The Legacy of Architecture's Most Prolific Firm<br /></p>

A redesigned website that communicates SOM is more than just projects.

Read More
CB BG 01
College Board

Positioning the College Board as an Integrated Partner for Students, Parents and Educators

An integrated student, parent and educator experience

Read More

A Bold Vision for Healthcare

Code and Theory reimagines how healthcare is experienced for patients and providers.

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
Spotify| Building a bigger funnel to help artists grow on Spotify

Building a bigger funnel to help artists grow on Spotify

<p><strong>Building a bigger funnel </strong>to help artists grow on Spotify</p>

Building a bigger funnel to help artists grow on Spotify

Read More
G 2
Bustle Digital Group

Gawker | Don't call it a comeback.

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

Read More

Travel & Hospitality

Brand USA | Amplifying the USA as an International Travel Destination

Nylon| Re-introducing an Iconic Publishing Brand

Re-introducing an Iconic Publishing Brand

<p><strong>Re-introducing </strong>an Iconic Publishing Brand</p>

Re-introducing an Iconic Publishing Brand

Read More
Input| A Brand New Destination About Technology in Our Lives

A Brand New Destination About Technology in Our Lives

<p><strong>A Brand New Destination </strong>About Technology in Our Lives</p>

A Brand New Destination About Technology in Our Lives

Read More
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

Spotify | Building a bigger funnel to help artists grow on Spotify

Bustle Digital Group | Gawker | Don't call it a comeback

Rally | Elevating the site experience for a crypto pioneer.

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

Amazon Ads | A campaign as big as Amazon

Bustle Digital Group | Mic | Stories that fuel curiosity, creativity, and change

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

CBRE | The digital infrastructure for the biggest commercial real-estate firm

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

adidas Superstar | Change Is A Team Sport

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

Dean & Deluca | Connected Physical and Digital Gourmet Grocery Experiences

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

Vogue | A Fresh New Look for Vogue.com

The Commonwealth Fund | Rebuilding a 100-year-old Foundation for the Next Century

Fitbit | A New Customer Experience for Fitbit.com

William Hill Estate | Putting Chardonnay on Trend

Chandon | Repositioning the Brand for a Millennial Audience

adidas Originals James Harden | Launching the Next Chapter in Adidas Basketball

adidas Originals Nite Jogger | A Digital Campaign Ecosystem that Brings Alive Creativity at Night

adidas Running | Pushing Forward for Ultraboost 19

Washington Football Team | Charting a New Path for an Iconic Institution. Together.

Quest Diagnostics | Reinventing the Quest Digital Patient Experience

Scarlet | Launching an On-Demand Healthcare Offering During a Pandemic

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

NBC Olympics | 16 Days With the World's Biggest Website

NBC Sports | Going Local: An NBC Sports App to Connect Fans and Home Teams

Morton Salt | Putting More Salt on US Tables

Rockwell Group | Behind the Design of Rockwell Group

Xywav | A Flexible Component Library for the Jazz Brand

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

MetLife Investment Management | A New Platform for the Industry Powerhouse

The Venetian | Redefining Luxury in Las Vegas

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

StuyTown | Human Design Built for Scale

Mailchimp | A Digital Platform for Emerging Writers and Creators

Giffords | Launching a Powerful Resource to Spark Action on Gun Violence

CNN | Understanding American Elections, One Visualization at a Time

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

PGIM | Unifying PGIM's Global Asset Management Network

Xerox | Making Now Work: A New Campaign for a New Time

Eurosport | Bringing Live Sports to the Palm of Your Hand

MCM | Using Data to Empower an Iconic Luxury Brand for Growth

Moncler | Bridging the Audience Gap with Moncler

CoinDesk | Relaunching a Pillar of the Blockchain Community

Nasdaq MarketSite | Nasdaq's Global HQ in NYC Gets a Pervasive Digital Infusion

J.P. Morgan | Powering the Financial Leader's Acquisition Engine

BBC News | Finite News Optimized for the Video Generation

The Council on Foreign Relations | Modernizing the Digital Presence of a Storied Institution

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

Fine Arts Museums of San Francisco | A Modern Identity System Uniting Two Eclectic Museums

The Jewish Museum | Bridging the Museum's Physical and Digital Experiences

Input | A Brand New Destination About Technology in Our Lives

Nylon | Re-introducing an Iconic Publishing Brand

Sky Italia | A Modern Digital Experience for the Italian Media Platform

United Technologies | Uniting a Quarter Million Employees Under One Platform

One Night | An App Experience Fit for One Night of Spontaneity

Facebook | Digital Tools to Revive and Inspire the Journalism Industry

Xfinity Mobile | Launching Comcast's Category-Breaking Mobile Service

MotorTrend | A Gaming App Experience for Car Connoisseurs

Burger King | Creating a Movement by Bringing Back Burger King's Chicken Fries

Variety Magazine | Rebuilding Variety's Online Experience

Condé Nast | Distinguishing GQ France as a Leading Lifestyle Voice for French Men

Burger King | A 360 Campaign Rewarding March Madness Fans

Hearst | Creating a Differentiated Yet Useful Site Experience

Hearst | Matching Hearst's Digital Experience to Its Physical Publications

InStyle | Building a New, Responsive InStyle.com

Finlandia | Creating a Digital Campaign Toasting the Less Ordinary Aspects of Life

LA Times | The Los Angeles Times Makeover

NBC Universal | NBCUniversal.com

Outernet | Outernet Satellite Dish

Bloomberg | A Completely Original Take on Political Coverage

Starwood | Maximizing Preferred Guest Rewards Redemption

NY.gov | A New Online Presence for New York State

The Webby Awards | An Inspiring New Digital Home for the Arbiters of the Best on the Web

DSQUARED | A New Online Experience for International Fashion House DSQUARED2

San Francisco Travel Association | Creating a Product Worthy of One of Earth's Most Beautiful Places

The Green Bay Packers | A Game-Changing Mobile Experience

Guggenheim Partners | A United Digital Vision for an Innovative Investment Manager

The Huffington Post | A Redesign for the 10th Anniversary

H&R Block | A New Tax Offering for Expats

SiriusXM | Creating a Sophisticated Product Rooted in SiriusXM Content

Visit California | Experience California Like Never Before

Globe And Mail | The Globe and Mail Adopts a Responsive Philosophy

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

Bloomberg | A High-Impact Ad Strategy for Bloomberg Media

H&R Block | A Tool for Doubling the Speed of Tax Completion

Stylight | Making Style Happen by Crafting an Unforgettable Brand Experience

LBCI | Setting the Benchmark for Future Lebanese Digital Experiences

New York State Senate | A Digital Platform for Transparency, Engagement and Communication

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

The Outline | The First Modern Mutation in Digital Publishing

Shirley Ryan AbilityLab | A Digital Platform Transforming the Medical Field

NBC News | A New Experience for Digital News

NBC News | Launching Three News Verticals for the Media Giant

MIT Sloan School of Management | Crafting a Platform for Ideas Made to Matter

Brand USA | Amplifying the USA as an International Travel Destination

U.S. Chamber of Commerce | A Brand and Platform for Small Business Partnerships

Rivian | Launching the World's First Electric Adventure Vehicle

American Express | Turning an Acquisition Journey into a Bento Box

Jiffy Lube | Building a Better Customer Experience: Online and Inside the Garage

American Bar Association | Modernizing One of the World's Largest Professional Organizations

Sunbrella | Redefining the Digital Textile Space

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

Indigo AG | Adopting Regenerative Practices with the Terraton Initiative

Woodford Reserve | Creating a 3-Act Story Based Around Learning, Tasting and Cocktails

Comcast | Innovating the Customer Experience from Pipeline to Platform

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

Pulped | Providing Provocative, Alternative and Irreverent Video Content

Foursquare | Visualizing Data for the Platform's Pinpoint Ad Product

Consumer Reports | Turning a Transactional Brand into a Shared Lifestyle Community

The New Center | A New Home Devoted to Saving the American Political Discourse

NYCEDC | A New Hub for New Yorkers to Grow Their Business

New York Life | What 170 Years of Success Looks Like for Today's Evolving World

TEGNA | Creating a Centralized CMS for 39 Local News Stations

The Truth | Rebuilding a Revolutionary Brand for Modern Times

Yonder Music | Yonder Music Hear Forever

NBC News | NBC's Iconic Morning Show Becomes a Digital Lifestyle Destination

Citi Ventures | A Mobile Banking Service for a New Generation

Prong | Redesigning the New All-In-One Prong PWR Case

Comcast Corporate | From Corporate to Modern: Comcast's Brand New Platform

C40 Cities Finance Facility | A Platform Built for a More Sustainable Future

Nuveen | Giving an Age-Old Investment Behemoth New Digital Prowess

NBC News | Designing Snapchat's First Daily-News Program

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

Fashion design
News — 

The Drum | What UX designers can learn from the fashion industry

Standard card Rally
News — 

Comm Arts | Webpicks – Rally

Feature Amazon Ads
News — 

MediaPost | Amazon Quietly Transitions Name Of Ad Biz To 'Amazon Ads,' Follows Google And Facebook

Ad Age Logo
News — 

Ad Age | Amazon Launches Campaign For Its Ad Business Telling Brands It's More Than E-Commerce

News — 

Little Black Book | Code and Theory Launch Creator and Community Platform Rally's Rebrand

Anne Sachs Headshot
News — 

Little Black Book | Code and Theory Appoints Anne Sachs as Senior Director of Editorial Strategy

W3 Logo
News — 

W3 Awards | Code and Theory wins Best in Show and Gold & Silver Awards

TTP Youth Group Yellow Backdrop Aidan Fox Diego 2
News — 

Ad Age | The Trevor Project Rebrands to Better Reflect Today's LGBTQ Youth

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