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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Award WebbyW3 0031Ad Age 0023


  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

Says a Lot —


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Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

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Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

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Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

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AIGA Eye on Design | The Era of Rebellious Web Design Is Here

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Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

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The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'