Consumer Technology Association

Looking at the CTA and CES websites, it was easy to overlook the relationship between the two. CES underemphasized CTA’s role as convenor of industry leaders, while CTA’s site offered little to position CES as a key membership benefit.

To make this connection clear, we redesigned navigation based on how users moved between the sites. On CES, a ‘Powered by CTA’ label clarifies the organization’s role in the event, while contextual content elements direct visitors to relevant CTA research, standards, and advocacy work. On CTA, CES now sits at the forefront of the membership experience, guiding users more clearly toward benefits and participation.

CES draws global attention each January, but its website lost relevance after the show ended. Once the lights went out in Vegas, there was little to sustain engagement or reflect the momentum that builds before, and continues long after, CES takes place.

We rebuilt the site around four modes: pre-event, live, post-event, and off-season. Each is tailored to user intent. For example, pre-event layouts highlight speakers and headline attractions to drive registrations, while post-event templates prioritize content discovery and show highlights. This supports the full lifecycle of CES and extends its value well beyond the show itself.

CTA’s role as stewards of the tech industry — from setting standards to shaping policy in Washington — wasn’t reflected in how it showed up online. Key resources lived in silos, making it hard for members to find relevant information or see how different initiatives connected.

We redesigned the site around topic-based content hubs that clarify the scope of CTA’s cross-cutting work and help visitors grasp the full value of membership. CES content is integrated where relevant to show how the event ties into broader industry themes, while navigation centers on member communities, helping users find resources, events, and working groups aligned to their interests.

CES and CTA were managed as two separate entities with no shared design system or publishing workflow. This siloed setup made collaboration difficult and prevented the teams from maintaining a consistent connection between the two brands.

We moved both sites onto a single platform built in Umbraco, supported by a flexible, modular design system documented in Storybook. Editors now work from a unified CMS using shared modules with theming options tailored to each brand. A shared content calendar enables coordinated publishing, helping teams work in sync and ensuring that the relationship between CES and CTA is reflected through consistent, ongoing content updates.