Jul 18 2013

Code and Theory unveiled a brand new website and Tumblr blog for essie, the ultimate color & trend authority and go-to professional nail brand. The new brand destinations live at www.essie.com and essie.tumblr.com. See the full case study here.

Leveraging user navigation insights from browsing behaviors on mobile and tablet devices, Code and Theory worked with essie to develop a strategically “social-first” visual design across all devices. Every piece of the new digital experience, from the individual product pages to the searchable color wall, was built with social sharing in mind.


Designed to capture essie’s salon heritage and celebrate nail color and nail art as an essential form of self-expression, the new essie.com is the only nail brand to feature:

  • A Color Wall (essie.com/colors) — A complete recreation of the salon wall experience in digital. Click any shade in essie’s 250-color collection and you’re transported to an inspirational and informative product page, including nail tips, tricks, recommended products and high-impact, socially-shareable photos of each look.
  • The Scoop (essie.com/the-scoop) — A searchable archive of every essie nail look that has appeared in the press, the red carpet or runway. The data visualization enables visitors to browse each color, view details on which celebrity wore it when, and click on press clips featuring that particular shade.
  • A “Looks” Gallery (essie.com/looks) — A blog-like destination showcasing real polish on real hands. Code and Theory and essie collaborated on unearthing and generating original content, including a selection of animated GIFs of nail art how-to’s, step-by-step color application tutorials, fan looks, as well as nail care tips.


Responding to the polish and nail art explosion on image-heavy social media sites, Code and Theory and essie seized the opportunity to bring essie's color authority to Tumblr, the world’s largest blogging platform. Through animated GIFs, original looks from essie.com, nail art influencer looks, and hero bottles of polish, the new essie Tumblr brings daily inspiration every nail enthusiast. The new essie Tumblr lives at essie.tumblr.com.

About essie

America's nail salon expert since 1981, essie was founded in New York City by Essie Weingarten, the authority on color. essie is beloved for a visionary approach to nail lacquer featuring catchy, clever names that created a new standard for the category. A leader in luxury, essie is the go-to nail brand for beauty professionals, industry insiders, celebrities and women of style in over 100 countries. essie is committed to safe standards with an award-winning line of nail care products and more than 900 shades to date.

About Code and Theory

Code and Theory is a creative company that designs products and brand experiences across platforms. Headquartered in New York with additional offices in San Francisco and the Philippines, the agency works with a diverse set of brands including the Dr Pepper Snapple Group, Maybelline New York, Comcast, Vogue, Mashable, Guardian News and Media, and many others. Additional information is available at www.codeandtheory.com.