Mirroring the visual chutzpah found in the pages of Bloomberg Businessweek, the newly redesigned bloomberg.com takes risks with bold typography, color and structure. Creative agency Code and Theory aimed to make the site “smarter and faster,” enabling editors to show the hierarchy of stories with powerful and streamlined tools. Unlike most grid-based news sites, Bloomberg can flex and bend depending on the newsworthiness of content. Pathing options keep readers engaged after they’ve landed on a story, including a small TV player always visible at the top of the screen and relevant content on the margins and the bottom of the page. The site also features a novel way of advertising, with advertiser content integrated into editorial and animated by a user’s scrolling. The redesign has gotten attention from many media outlets, including Wired.com, which praised its “kaleidoscopic modular design.” However, the project continues—Bloomberg and Code and Theory will continue to test how users interact with the site to refine it and roll out new features.