The Jewish Museum

Bridging the Museum's Physical and Digital Experiences



Designing a dynamic mobile tour experience

The Jewish Museum approached us to create a compelling and flexible digital companion tour to enhance their on-site experience. We needed to drive visitor engagement and leverage the new tool to increase awareness and distribution.

Jewish Museum 1



A multi-faceted strategy to deliver visitor engagement, integrated scenes with the permanent collection in a seamless experience, a flexible content architecture that was easy to manage and could evolve over time, a way of capturing visitor behavior data, and an expression of the museum’s mission and the Jewish identity.

Technical Approach
We also implemented the experience as an Angular Single Page Application (SPA), which uses Contentful as a “headless” CMS for content Authoring. The headless CMS makes the content accessible through a RESTful API, allowing the application to follow the Create Once Publish Anywhere (COPA) paradigm.

Created richer in-person connection with the artworks before them, keeping users in the moment, while providing opportunities to get closer looks and learn more.

Used motion to extend the intuitive nature of the audio tour experience, clarify UI moments



Built a minimal and intuitive IA that was highly accessible and functions as a seamless companion to the artworks, anchoring visitors in the moment.

Created a consistent experience between on- and off-site applications, grounding users in this new context and encouraging exploration wherever they are.

Jewish Museum 2
Meta Image 1200x627

Ads that work as hard as you do

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

Read More
  • 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.

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
Black BoxBlack BoxBlack Box


  • 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
Untitled design

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


Says a Lot —


News — 

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

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign