The Venetian

Redefining Luxury in the Las Vegas Casino Landscape


The Overview

How do you tell a truly original story in the digital space? It starts with creating a brand new website with a multitude of thoughtful attributes that range from optimizing user navigation to creating inspiring new photography.

Beyond the digital rebrand, Code and Theory also designed and built a luxury experience that enhances conversion with the creation of a bespoke best-in-class booking flow. From branding to conversion, Code and Theory has accompanied the Venetian Resort for years through an iterative process based on prototyping and testing. This allows us to discover and validate strategic opportunities to optimize our design solutions before developing and deploying to AEM.



Redefining Luxury

A deep redesign of the user experience and cutting-edge visuals would not have been enough with the site’s existing content, which did not correspond to the type of luxury the Venetian Resort wanted to showcase.

To inspire users to become guests , Code and Theory started a number of initiatives to create more compelling content through the use of photography, videography, cinemagraphs, and copy direction.

Instead of a heavily retouched, overly-saturated version of luxury, the suites were photographed with natural light for a result that is fresher and more contemporary.



The Details

Tailored Room Booking Funnel

We designed a custom booking experience from scratch by integrating it with the brand site to help increase confidence for conversion

Single-Page Application

To offer a smooth and delightful experience designed for optimum reactivity we designed a PWA unlike other sites that force users to download a separate app to book.

Obvious Progression

A navigation and progress bar allows the user to know exactly what is expected from them; to verify or to go back and modify their previous selections. This reassurance and convenience increase user confidence and optimizes conversion.

One Step at a Time

The best experience is not about cramming several inputs on the same page. Each step is a single action or choice to help users focus on their booking task without potential distractions.

Accessible and Optimized

We spent a tremendous amount of effort to validate this experience on various devices and breakpoints by testing it separately.

UI variants were integrated to show step-by-step progression along with easy editing. Accessibility was incorporated by careful consideration of colors and font choices. Business changes were adapted when offers evolved.

Ultimately, we believe we’ve found the balance of function and utility while maintaining the overall elegance of the Venetian Resort’s brand.

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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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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
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  • 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


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