The New School

Building Flexible, Data-Driven Pathways For An Academic Innovator


The Background

When we began our partnership with The New School, they were charting a new academic approach to make the flexible learning modes pioneered during the pandemic permanent. To reflect this updated curriculum design, the university needed a site experience that moved its focus from an in-person Greenwich Village community to a global network of artists and innovators.


The Discoveries

We started with the homepage after discovering that most return users begin their sessions with direct entry on that screen. Then, we identified three jobs to move that traffic from early consideration to application: introduce users to the full range of individual schools, showcase the variety of academic offerings, and deliver impactful student stories.

Schools Overlay 1mb
Schools Overlay 2mb
Schools Overlay 3mb


The Strategy

On such critical site real estate, it was important to test page narratives and gameplan editorial strategies with users. So we conducted testing of page variations—from design through content—to devise a system that adapts to contexts specific to prospective students, faculty, parents, and influencers.

To bring our site strategy to life, we augmented The New School’s progressive design system to include exciting new engagement moments that drive users deeper into the university’s stories. To launch this work, we partnered with The New School’s marketing team in creating a measurement dashboard and analytics report that enables them to continually optimize the site’s efficacy.

Pasted image 16165

We designed fluidity and a steady stream of content updates into the site’s entry points to convey that TNS is a place that is adapting, changing with the times, and challenging conventions. Each module communicates strategic messages to each audience. Additionally, their order on the page can be reconfigured to meet each audience’s evolving needs as their consideration deepens.

TNS is built on a legacy comprised of past and current students and faculty. Leading with these individuals ‘ work establishes relatable, multifaceted examples of who someone can become by attending the school.

Screenshot 2023 09 29 at 3 51 52 PM
The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

Read More
  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

Driving B2B Growth

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

Tipico Featured Module

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

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

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

Leading With Empathy and Inclusivity

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

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

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

Read More
Galleri| Introducing a Revolutionary Medical Feat to the Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

Read More
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

All Work


Says a Lot —


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

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing