The Daily Beast

The Daily Beast


Big Vision Demands Big Ideas

Publishing magnate Tina Brown teamed up with media mogul Barry Diller to reimagine the world of online news and advertising. Code and Theory brought together its core strengths–experience in advertising and content delivery–to execute the vision.

What they wanted was easy to say but hard to define: the holy grail of digital publishing. They needed a news site, with a magazine's zeal; it had to balance original reporting, photography, and well-curated aggregate content—all while reflecting Mrs. Brown's editorial sensibility. Of course, its sponsors would need unobtrusive and well-considered placements that connected a brand story to The Daily Beast's well-educated core and influential audience.

Finding a Creative Solution

It began by taking a look at the world of online information. There was a wealth of content, but in its breadth, it lacked the strong narrative through line that would create a great online experience. The solution would have to solve multiple problems at once.

The information architecture we landed on was creative, bold, and risk-taking—arriving at four main features that drive the interface:

  • The Cheat Sheet
  • The Big Fat Story
  • The Buzz Board
  • Blogs & Stories

The balanced front-end system showcases the site's numerous products without sacrificing the importance of any particular one.

The final results maintained the flexibility to deliver relevant, new format ad-units that could be tailored to discerning brands and readers.

For those running the show, a custom content management system allows creators to editorialize and display content in an infinite number of ways.

Feed the Beast

Balancing the information architecture, design, and development of the site while under an unprecedented timeline gave us the chance to flex our creative problem-solving muscles.

Since its launch, The Daily Beast quickly became part of the digital news canon. In its first few weeks online, millions of visitors flocked to the site and stayed there, securing the new publication a large readership that continues to this day.

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Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

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

Evolving E-commerce to Fit Modern Audiences

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

Leading With Empathy and Inclusivity

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

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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
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  • 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
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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

All Work


Says a Lot —


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Amazon Ads Debuts First Small Business-Targeted Campaign