Indigo AG

Adopting Regenerative Practices with the Terraton Initiative


The Challenge

In the Summer of 2019, Indigo Agriculture tasked us to launch a movement called The Terraton Initiative.

The goal is to galvanize both individuals and corporations to back farmers in adopting regenerative practices. This shift in the way farming happens around the world has the potential to remove one trillion tons of carbon from the atmosphere—and ground it in the soil. In effect, this initiative can help reverse climate change.


The Strategy

We developed a brand system that reflects the Initiative’s ambitions to drive unprecedented change and boldly chart new territory on multiple fronts. We also created a content system and narrative that allowed us to maximize our engagement, distribution and impact across all audiences and touchpoints.

Each audience touchpoint required different methods of engagement to ensure we were moving forward in the most optimal ways. For example, we relied on the expertise of farmers to drive authentic content narratives, and that relationship was very collaborative. And when we presented to marketing teams, we formally adhered to a tight feedback cadence.


The Solution

From ideation to launch, we brought Terraton to the fore, building the brand and making it known. To do this, we focused on creating content. We devised a fresh narrative and a framework to forge a pipeline for future publishing, including creating the tools to coherently guide the brand’s future experiences and expressions. Our goal was to not only do the work—but to effectively and efficiently engage myriad stakeholder groups throughout our process, including Marketing, Legal, Farmers, and Carbon SME’s.


The Conclusion

Through flexibility and relationship building, we were able to deliver in just under eight weeks. Specifically, our output was a content calendar that informed its ongoing distribution strategy; original content for digital touchpoints from site to social; and detailed brand and verbal guidelines for it to leverage as the Terraton brand expands over time.


Brand and Visual Guidelines: A helpful guide to understanding the visual identity. It encompasses key use cases for all of the visual hallmarks of the brand—so that we can provide a consistent, cohesive experience across touchpoints.

Content Creation: We created seven detailed articles and sourced imagery for topics: The Science, Farmers Voices, and Industry News. We also found imagery and wrote copy for all the general modules on the site as well as providing guidelines on how to source additional images to support the copy. We’ve also made recommendations on the additional types of content Terraton can create and how often it should be publishing content.

Copy Playbook: We’ve created a copy playbook that addresses the tone and style that should be leveraged when writing additional content.

Social Media Campaign: This included creative strategy, copy, design and a playbook for social media campaigns across Facebook, Twitter and Instagram.

Product Vision: This document describes our initial thinking up until this point for Terraton’s Product Vision including: the ecosystem, product vision framework, Terraton Initiatives, website feature ideation and ways to connect core audiences.

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