Case Study: Citadel humanizes its brand and improves audience engagement with Code and Theory

Citadel launches 2 distinct websites with Code and Theory

Citadel, a major financial firm, approached Code and Theory with the challenge of humanizing its public story and rebuilding its reputation amidst public discourse. The core task was to create distinct yet related digital experiences for its two entities, Citadel and Citadel Securities, to better engage key audiences like talent and clarify the firms' unique positions.

Code and Theory developed new digital visual identities and website architectures for both firms, rooted in data and research. The solution included designing 17 templates and 35 components to establish a "related but different" look and feel. The results were websites optimized for user action and navigation, which successfully expanded the agency's partnership with Citadel to encompass all brand, marketing, and audience work.

Citadel