In some embodiments, a method receives a context for a user account and selects a plurality of collections for an interface. A collection includes one or more instances of content. The method analyzes a context for a user account to select a theme from a plurality of themes for a collection in the plurality of collections. The themes in the plurality of themes apply different display formats to the collection. The method sends an identifier for the theme and information for the collection to a client device being used by the user account to indicate to the interface the theme to use to display the collection with the plurality of collections.