T. Rowe Price Chooses Code and Theory for Global Digital Transformation

Global investment management firm T. Rowe Price, which has a big footprint in the retirement services field, has selected Code and Theory to transform its global digital footprint through a refreshed design system and digital properties. 

The refreshed global design system will function as a comprehensive framework of reusable design components, guidelines and standards that maintain a consistent and cohesive user experience across T. Rowe Price’s digital properties. Code and Theory will reimagine the design system to drive alignment across global teams, streamline design and development processes, ensure brand consistency, and enhance efficiency and scalability. 

“The best way to support our clients is to continually evolve and improve our digital experience. This refresh will put the client front and center as we look to exceed their expectations with the latest technological innovations available,” said Theresa McLaughlin, head of global marketing and digital transformation at T. Rowe Price.

“We are excited to partner with Code and Theory and bring their blend of creative and technology expertise into the T. Rowe Price brand,” she added.

In addition to the global design system work, Code and Theory will help elevate the T. Rowe Price enterprise website to provide more opportunities for customization and personalization. 

Code and Theory brings more than a decade of financial services experience with brands including JPMorgan Chase, American Express, Citi, Allspring Global Investments, Citadel and more. The Code and Theory Network recently expanded, adding fellow Stagwell agencies Instrument and Left Field Labs.

The Code and Theory Network now consists of Code and Theory, Instrument, Kettle, Left Field Labs (LFL), Mediacurrent, Rhythm and Truelogic.

“T. Rowe Price has built a legacy around putting investors and its clients first. This dedicated effort to elevate its global design system and website only continues that legacy,” said Michael Treff, CEO of Code and Theory, in a statement. “This is a huge opportunity to add more value by reinventing the experience for clients and prospects, as well as to drive T. Rowe Price’s ability to better service its clients globally and drive growth.”

The Code and Theory work for T. Rowe Price will be ongoing. Terms of the deal were not disclosed.

Earlier this year, T. Rowe Price worked with Digitas New York on its latest ad campaign, along with media assistance from Assembly, in an effort titled “The Power of Curiosity.”