A Fresh New Look for Vogue.com


The Background

In the ever-changing digital landscape, it was time for a fresh, new look for Vogue.com.

Just a few years after its last redesign, the world’s most influential fashion magazine was ready to take its digital experience to the next level, by creating a more responsive, real-time experience for its legion of devoted readers.

Building upon the success of the previous redesign, Vogue approached Code and Theory once again. The challenges this time around were new: Not only did the new Vogue.com have to support a much higher volume of content and a greater focus on news, it also had to remain directional and sophisticated while growing its audience beyond its core group of Vogue fans.

Workflow was also critical, as one of the goals was to give the Vogue.com team near-limitless creative freedom to better respond to user and advertiser needs, wherever they were. This meant implementing a flexible platform that could adjust to Vogue.com's changing needs. Platform flexibility was simultaneously prioritized, as one of the goals was to give their team near-limitless creative freedom to better respond to user and advertiser needs, wherever they were. Developing the site with Wordpress allowed for this flexibility while also tying into the larger Condé Nast vision.

3 001


The Design

Stylized for Fashion Lovers

Repositioning Vogue.com as a place for fashion lovers to have a daily or many times per day experience around their passion meant bringing the elegance of a fashion brand to the experience paradigms of a news platform. Our curated design system reflects that delicate balance.

An Integrative Content Platform

Condé Nast’s vision for sustaining all their brands under a unified platform led us to develop the site using WordPress. Their content required custom templates within Wordpress for fashion shows and fashion week coverage that needed to be flexible to accommodate the fast-paced nature of fashion content. The result was a fast performing site across every viewport, with a vast archive of beautiful content.

Authentic Design Through The Vogue Lens

The new look and feel had to be unmistakably Vogue, but also convey a sense of freshness and urgency that readers have come to expect from all publisher websites.Creative Directors from both sides were paired up and worked side-by-side, designing in real time to define a new visual language for the brand in digital.

Full-screen Immersive Experiences

The design system we created reflects the balance between helping users move easily through the site and arresting them with stunning imagery and immersive full-screen experiences around original fashion editorial and runway show galleries.

5 001
9 001


The Results

The redesigned vogue.com brings a new speed and freshness to the Vogue experience in digital. The results have been spectacular.

  • 600% increase in traffic YOY

  • 65% traffic rose within 3 months

  • 1200% increase in loyal visitors

  • 400% increase in monetization

  • +17,000 articles and galleries migrated into the new platform

  • Increased collaboration between Vogue staffers and industry experts, models and cultural icons

Overall, we delivered a smarter, lighter, faster and more vibrant site that offers more for every kind of Vogue.com reader.

Vogue device
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