# Theory SF Theory SF Reviews (26), Pricing, Services & Verified Ratings - Premier Verified - 4.9 out of 5 average review rating - 1 connections joined Theory SF's Network [Visit Website](http://www.theorysf.com/?utm_source=clutch.co&utm_medium=referral) [Get a Custom Proposal](https://clutch.co/profile/theory-sf) **We unleash your brand's unfair advantage** **Strategic Instigators. Creative Co-Conspirators.** TheorySF is not an agency you hire when things are working. It’s the one you call when they’re not working fast enough. We exist for that uncomfortable moment when a company realizes something important: the market doesn’t see them the way they see themselves. Maybe the product is strong, but the story isn’t landing. Maybe demand exists, but conversion lags. Maybe the category is filled with competitors who all sound the same. Maybe internal teams are aligned on effort, but not aligned on direction. Or maybe everything looks “fine” on the surface, but underneath, growth has stalled, differentiation has eroded, and marketing has quietly become invisible. That’s where we come in. We are a brand and performance marketing agency built for ambitious companies that need to break through—internally and in-market. Our clients are typically at pivotal moments: launching something new, repositioning after growth, entering a competitive category, or trying to unlock the next level of scale. They don’t need more activity. They need clarity, conviction, and momentum. Most marketing doesn’t fail because it’s wrong. It fails because it’s ignored. It blends in. It plays it safe. It sounds like everyone else. It leans on jargon instead of truth. It tries to say everything and ends up saying nothing. It gets approved by everyone internally and remembered by no one externally. In a world where attention is scarce and skepticism is high, average marketing isn’t neutral. It’s a liability. That’s the problem we solve. ## Company Information - Minimum project size: $25,000+ - Hourly rate: $150 - $199 - Number of employees: 2 - 9 - 1 Locations: - San Francisco, CA (Headquarters) - Founded in 2015 - 1 languages: English - 1 timezones: Pacific Standard Time (PST) ## Services, Focus Areas, Industries, and Clients ### Service Lines - 35% Branding - 25% Advertising - 10% Digital Strategy - 10% Logo - 5% Broadcast Video - 5% Market Research - 5% Marketing Strategy - 5% Social Media Marketing ### Focus Areas - Branding Focus: - 40% Brand strategy - 20% Brand messaging - 20% Corporate identity - 20% Naming - Advertising Focus: - 40% Broadcast video advertising - 20% Out of home advertising - 20% Print advertising - 20% Radio advertising ### Industries - 30% Information technology - 50% Advertising & marketing - 20% Hospitality & leisure ### Clients - 50% Small Business (<$10M) - 25% Midmarket ($10M - $1B) - 25% Enterprise (>$1B) ## Pricing Snapshot Average rating for cost based on this provider's reviews: 4.6 out of 5 **What Clients Have Said** *(This summary is based on verified Clutch reviews.)*: Theory SF's project costs range from $7,000 to $300,000, depending on client size and project scope. Clients note good value for cost, with a strong emphasis on creativity, strategic depth, and responsive project management. They could improve their pricing model for smaller startups. **Most Common Project Size**: $10,000 to $49,000 based on 17 reviews *(Pricing information for this provider is based on reviews where the project size was available.)* ### Pricing by Service - Branding: $50,000 to $199,999 based on 14 reviews - Other Digital Marketing: $10,000 to $49,000 based on 3 reviews - Advertising: $50,000 to $199,999 based on 2 reviews - Demand Generation Marketing: Confidential based on 1 review - Market Research: $50,000 to $199,999 based on 1 review - Video Production: Less than $10,000 based on 1 review - Digital Strategy: $10,000 to $49,000 based on 1 review - Graphic Design: Confidential based on 1 review - Logo: Confidential based on 1 review - Marketing Strategy: Confidential based on 1 review - Other Design: Confidential based on 1 review - Packaging Design: Confidential based on 1 review - Web Design: Confidential based on 1 review ## Reviews Clutch investigates each reviewer's identity and work history. Every review goes through a rigorous, human-led verification process to confirm the reviewer's identity, and reviews that we verify are visibly marked as 'Verified' so you can trust that they come from a real client. [Learn More](https://help.clutch.co/en/knowledge/how-clutch-verifies-reviews) ### Theory SF Review Insights Overall Review Rating: 4.9 - Quality: 4.9 - Schedule: 4.7 - Cost: 4.6 - Willing to Refer: 4.9 ### Top Mentions - Creative (11 mentions) - Timely (8 mentions) - Communicative (5 mentions) - High-quality work (5 mentions) - Passionate about their work (5 mentions) - Great project management (4 mentions) - Knowledgeable (4 mentions) - Easy to work with (3 mentions) - Honest (3 mentions) - Personable (3 mentions) - Proactive (3 mentions) - Well-organized projects (3 mentions) - Collaborative (2 mentions) - Exceptional results (2 mentions) - Experienced (2 mentions) - Professional (2 mentions) - Team players (2 mentions) - Accessible (1 mentions) - Flexible (1 mentions) - Helpful (1 mentions) ### Review Highlights **Strategic Brand Development Expertise** Reviews consistently praise Theory SF for their strategic depth and ability to develop comprehensive brand identities. Their work includes brand strategy, creative development, and market positioning for diverse industries, resulting in impactful brand transformations. **Challenges with Attention to Detail** Some reviews mention occasional lapses in attention to detail, resulting in minor errors that required revisiting. However, Theory SF's prompt and thorough response to issues mitigates negative impacts. **Proven Track Record in Multiple Industries** Theory SF's experience spans various industries, including technology, healthcare, and consumer goods. Their adaptable approach and industry knowledge contribute to successful outcomes across diverse sectors. **Effective Use of Market Research** Theory SF effectively leverages market research to inform branding and marketing strategies. Their thorough understanding of market dynamics enhances the relevance and impact of their solutions. **Strong Communication and Collaboration** Clients appreciate Theory SF's strong communication skills and collaborative approach. They engage in productive dialogue and ensure ongoing alignment with client objectives. **Positive Internal and External Feedback** Theory SF's work often receives praise from both internal stakeholders and external audiences. Their creative outputs are well-received, enhancing brand perception and awareness. **Leadership Involvement Enhances Service Quality** Clients value the direct involvement of Theory SF's principals in projects, which ensures high-quality service and personalized attention. This approach differentiates them from larger agencies. **High Client Satisfaction and Engagement** Clients report high satisfaction with Theory SF's services, noting their enthusiasm and genuine interest in client success. They frequently exceed expectations and have strong relationships with clients. **Flexible and Adaptive Services** Theory SF is praised for their flexibility, adapting to changing timelines and client needs. They are described as accommodating and patient, ensuring client comfort and satisfaction throughout projects. **Cost Concerns for Smaller Startups** While Theory SF offers high-quality services, some smaller startups find their pricing challenging. Adjusting engagement models to accommodate varying client sizes could enhance accessibility. ### Theory SF Reviews #### Branding Services for Cloud Storage Company (Featured Review) **The Project** - Services: Advertising, Demand Generation Marketing, Video Production - Project size: Confidential - Project length: June - Dec. 2021 **Project Summary**: Theory SF created a brand campaign for a cloud storage company. The team developed a brand strategy, produced a 30-second video, created HTML5 animated banners, and designed other campaign launch assets. **Review Rating**: 4.5 - Quality: 4.5 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Creative Director, Backblaze - Industry: Information technology - Client size: 201-500 Employees - Review Type: Online Review - Verified **The Review** — Jul 8, 2025 **Feedback Summary**: Theory SF's efforts helped the client achieve a 24% increase in stock price and over 500,000 views on the brand anthem video. The team demonstrated exceptional project management and delivered every major asset on time. They were proactive, focused, and calm under pressure. ""They went above and beyond to help us race through the finish line."" **BACKGROUND** Please describe your company and position.I am the Creative Director of BackblazeDescribe what your company does in a single sentence.Cloud storage  **OPPORTUNITY / CHALLENGE** What specific goals or objectives did you hire Theory SF to accomplish?Create a successful IPO CampaignBuild brand awareness **SOLUTION** How did you find Theory SF?ReferralWhy did you select Theory SF over others?High ratingsGood value for costReferred to meSpeed to marketHow many teammates from Theory SF were assigned to this project?2-5 EmployeesDescribe the scope of work in detail. Please include a summary of key deliverables.Scope of Work & Key Deliverables:TheorySF partnered with Backblaze to develop and launch a bold, differentiated brand campaign timed with the company’s IPO. The project was executed on a fast-tracked schedule and included foundational brand strategy, creative development, and production for a high-impact multi-channel rollout.Scope Highlights:Brand Strategy & Positioning: TheorySF quickly analyzed market research and competitive positioning to define a strategic creative brief that captured Backblaze’s core differentiators—simplicity, security, and affordability—while steering away from industry-standard fear-based messaging.Creative Platform Development:Three fully-articulated brand platform concepts were explored, each supported by visual moodboards, messaging frameworks, and manifesto-level storytelling. These included campaign directions like “Blaze It,” “Save,” and “Switch”—each built to resonate with a range of customer segments from developers and creators to IT decision-makers.Hero Video Production:TheorySF led the production of a 30-second brand anthem spot (with :15 and :06 cutdowns) using stock and custom-shot footage. Creative leaned into kinetic editing, layered typography, and Backblaze’s signature red data center visuals to convey performance, protection, and user-centric simplicity.Display Ad Production:The team delivered a full suite of animated HTML5 banners (9 IAB sizes x 3 concepts), resulting in 54 total display ad units with accompanying static .gifs, ready for immediate media deployment.Times Square Takeover:The campaign culminated in a high-profile digital out-of-home activation in Times Square for the IPO launch—featuring bold messaging, immersive visuals, and a vibrant celebration of Backblaze’s market arrival.Key Deliverables Included:Brand StrategyPositioning strategy, creative brief, and brand messaging frameworkCreative Concepts3 campaign platforms with manifestos, taglines, scripts, and sample creativeVideo1x 30-sec anthem video + :15 cutdownDisplay Ads54 HTML5 animated banners across 3 concepts and 9 sizesVisual IdentityMoodboards, logo treatments, video end cards, and style referencesCampaign Launch AssetsCopywriting, design, and motion assets for IPO campaign and media buy TheorySF helped transform Backblaze’s brand into a category disruptor, using bold creative to position it not just as a cloud storage provider, but a symbol of modern simplicity and empowerment. **RESULTS & FEEDBACK** What were the measurable outcomes from the project that demonstrate progress or success?While the project took place during the Fall of 2021 and traditional campaign attribution was limited due to the nature of an IPO launch, several key performance indicators reflected the campaign’s strong impact:Stock Price Surge: Backblaze’s stock (BLZE) jumped 24% following its public debut, a powerful early signal of investor confidence and brand momentum coinciding with the campaign launch.Times Square Takeover: The high-visibility digital outdoor activation during IPO week placed Backblaze front and center in one of the most iconic media locations in the world, amplifying reach and reinforcing its arrival as a major tech player.Video Engagement: The brand anthem video—anchoring the creative platform “Blaze It”—garnered over 500,000 views in just a few days, demonstrating strong engagement with the campaign’s messaging and tone.Media Distribution via Nasdaq: Campaign assets were distributed across Nasdaq’s 650M-member reach, ensuring global exposure across investor, enterprise, and press audiences.Customer and Stakeholder Testimonials: Street interviews and internal stakeholder videos not only humanized the brand but also served as valuable content for internal alignment and post-IPO PR initiatives.While this wasn’t a traditional performance-marketing campaign, the creative activation delivered clear signals of success—driving visibility, engagement, and narrative control at a critical inflection point in Backblaze’s growth.Describe their project management. Did they deliver items on time? How did they respond to your needs?TheorySF demonstrated exceptional project management throughout the entire engagement. Despite a fast-paced and high-pressure timeline tied to our IPO, they remained proactive, focused, and calm under pressure—delivering every major asset on time, from creative development to video production to digital display ads.They anticipated challenges before they became issues, communicated clearly and consistently, and maintained full alignment across all stakeholders. Their team was incredibly quick, creative, and resourceful—showing a deep understanding not only of brand storytelling but also of the sensitivities around launching during a company-defining milestone.TheorySF didn’t just act as an agency—they operated as thoughtful, experienced partners who helped minimize the stress of the IPO process. They went above and beyond to help us race through the finish line (ringing the Nasdaq bell) and into the public markets with confidence, creativity, and brand momentum.What was your primary form of communication with Theory SF?Virtual MeetingWhat did you find most impressive or unique about this company?What stood out most about TheorySF was their strategic depth. From our very first interaction, it was clear they had done their homework—they knew more about our business, our competitors, and our audience than we ever expected. They came to the table not just as creatives, but as true strategic partners.Their ability to balance discipline with disruption is what really sets them apart. They know when to stay within the lines and, more importantly, when to break out of them. That takes confidence, clarity, and a deep understanding of both brand and business.TheorySF brings a rare blend of classic "Mad Men" creative instinct and modern, forward-looking relevance. They’re seasoned, sharp, and always a few steps ahead of what’s next—and that made all the difference for us.Are there any areas for improvement or something Theory SF could have done differently?The only thing to offer—more as a reflection than a criticism—is that in a few instances, the pace of execution occasionally led to small errors that needed revisiting. But to be fair, this was a high-stakes, high-speed initiative tied to our IPO, and TheorySF’s ability to move fast was part of what made it successful.In many ways, this is the natural byproduct of a team that’s sprinting alongside you at full speed, and it was always clear that their commitment to quality never wavered. When something did need to be addressed, they responded quickly, thoroughly, and without defensiveness—exactly what you’d want in a trusted creative partner. --- #### Branding Services for Cloud Storage Company **The Project** - Services: Advertising, Demand Generation Marketing, Video Production - Project size: Confidential - Project length: June - Dec. 2021 **Project Summary**: Theory SF created a brand campaign for a cloud storage company. The team developed a brand strategy, produced a 30-second video, created HTML5 animated banners, and designed other campaign launch assets. **Review Rating**: 4.5 - Quality: 4.5 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Creative Director, Backblaze - Industry: Information technology - Client size: 201-500 Employees - Review Type: Online Review - Verified **The Review** — Jul 8, 2025 **Feedback Summary**: Theory SF's efforts helped the client achieve a 24% increase in stock price and over 500,000 views on the brand anthem video. The team demonstrated exceptional project management and delivered every major asset on time. They were proactive, focused, and calm under pressure. ""They went above and beyond to help us race through the finish line."" **BACKGROUND** Please describe your company and position.I am the Creative Director of BackblazeDescribe what your company does in a single sentence.Cloud storage  **OPPORTUNITY / CHALLENGE** What specific goals or objectives did you hire Theory SF to accomplish?Create a successful IPO CampaignBuild brand awareness **SOLUTION** How did you find Theory SF?ReferralWhy did you select Theory SF over others?High ratingsGood value for costReferred to meSpeed to marketHow many teammates from Theory SF were assigned to this project?2-5 EmployeesDescribe the scope of work in detail. Please include a summary of key deliverables.Scope of Work & Key Deliverables:TheorySF partnered with Backblaze to develop and launch a bold, differentiated brand campaign timed with the company’s IPO. The project was executed on a fast-tracked schedule and included foundational brand strategy, creative development, and production for a high-impact multi-channel rollout.Scope Highlights:Brand Strategy & Positioning: TheorySF quickly analyzed market research and competitive positioning to define a strategic creative brief that captured Backblaze’s core differentiators—simplicity, security, and affordability—while steering away from industry-standard fear-based messaging.Creative Platform Development:Three fully-articulated brand platform concepts were explored, each supported by visual moodboards, messaging frameworks, and manifesto-level storytelling. These included campaign directions like “Blaze It,” “Save,” and “Switch”—each built to resonate with a range of customer segments from developers and creators to IT decision-makers.Hero Video Production:TheorySF led the production of a 30-second brand anthem spot (with :15 and :06 cutdowns) using stock and custom-shot footage. Creative leaned into kinetic editing, layered typography, and Backblaze’s signature red data center visuals to convey performance, protection, and user-centric simplicity.Display Ad Production:The team delivered a full suite of animated HTML5 banners (9 IAB sizes x 3 concepts), resulting in 54 total display ad units with accompanying static .gifs, ready for immediate media deployment.Times Square Takeover:The campaign culminated in a high-profile digital out-of-home activation in Times Square for the IPO launch—featuring bold messaging, immersive visuals, and a vibrant celebration of Backblaze’s market arrival.Key Deliverables Included:Brand StrategyPositioning strategy, creative brief, and brand messaging frameworkCreative Concepts3 campaign platforms with manifestos, taglines, scripts, and sample creativeVideo1x 30-sec anthem video + :15 cutdownDisplay Ads54 HTML5 animated banners across 3 concepts and 9 sizesVisual IdentityMoodboards, logo treatments, video end cards, and style referencesCampaign Launch AssetsCopywriting, design, and motion assets for IPO campaign and media buy TheorySF helped transform Backblaze’s brand into a category disruptor, using bold creative to position it not just as a cloud storage provider, but a symbol of modern simplicity and empowerment. **RESULTS & FEEDBACK** What were the measurable outcomes from the project that demonstrate progress or success?While the project took place during the Fall of 2021 and traditional campaign attribution was limited due to the nature of an IPO launch, several key performance indicators reflected the campaign’s strong impact:Stock Price Surge: Backblaze’s stock (BLZE) jumped 24% following its public debut, a powerful early signal of investor confidence and brand momentum coinciding with the campaign launch.Times Square Takeover: The high-visibility digital outdoor activation during IPO week placed Backblaze front and center in one of the most iconic media locations in the world, amplifying reach and reinforcing its arrival as a major tech player.Video Engagement: The brand anthem video—anchoring the creative platform “Blaze It”—garnered over 500,000 views in just a few days, demonstrating strong engagement with the campaign’s messaging and tone.Media Distribution via Nasdaq: Campaign assets were distributed across Nasdaq’s 650M-member reach, ensuring global exposure across investor, enterprise, and press audiences.Customer and Stakeholder Testimonials: Street interviews and internal stakeholder videos not only humanized the brand but also served as valuable content for internal alignment and post-IPO PR initiatives.While this wasn’t a traditional performance-marketing campaign, the creative activation delivered clear signals of success—driving visibility, engagement, and narrative control at a critical inflection point in Backblaze’s growth.Describe their project management. Did they deliver items on time? How did they respond to your needs?TheorySF demonstrated exceptional project management throughout the entire engagement. Despite a fast-paced and high-pressure timeline tied to our IPO, they remained proactive, focused, and calm under pressure—delivering every major asset on time, from creative development to video production to digital display ads.They anticipated challenges before they became issues, communicated clearly and consistently, and maintained full alignment across all stakeholders. Their team was incredibly quick, creative, and resourceful—showing a deep understanding not only of brand storytelling but also of the sensitivities around launching during a company-defining milestone.TheorySF didn’t just act as an agency—they operated as thoughtful, experienced partners who helped minimize the stress of the IPO process. They went above and beyond to help us race through the finish line (ringing the Nasdaq bell) and into the public markets with confidence, creativity, and brand momentum.What was your primary form of communication with Theory SF?Virtual MeetingWhat did you find most impressive or unique about this company?What stood out most about TheorySF was their strategic depth. From our very first interaction, it was clear they had done their homework—they knew more about our business, our competitors, and our audience than we ever expected. They came to the table not just as creatives, but as true strategic partners.Their ability to balance discipline with disruption is what really sets them apart. They know when to stay within the lines and, more importantly, when to break out of them. That takes confidence, clarity, and a deep understanding of both brand and business.TheorySF brings a rare blend of classic "Mad Men" creative instinct and modern, forward-looking relevance. They’re seasoned, sharp, and always a few steps ahead of what’s next—and that made all the difference for us.Are there any areas for improvement or something Theory SF could have done differently?The only thing to offer—more as a reflection than a criticism—is that in a few instances, the pace of execution occasionally led to small errors that needed revisiting. But to be fair, this was a high-stakes, high-speed initiative tied to our IPO, and TheorySF’s ability to move fast was part of what made it successful.In many ways, this is the natural byproduct of a team that’s sprinting alongside you at full speed, and it was always clear that their commitment to quality never wavered. When something did need to be addressed, they responded quickly, thoroughly, and without defensiveness—exactly what you’d want in a trusted creative partner. --- #### Brand Messaging & Campaign Dev for Networking Solutions Firm **The Project** - Services: Branding - Project size: $50,000 to $199,999 - Project length: Dec. 2022 - Sep. 2023 **Project Summary**: An enterprise networking solutions startup hired Theory SF to build their brand positioning message. The team also developed a campaign to build the client’s brand. The engagement was done in two phases. **Review Rating**: 4.5 - Quality: 4.5 - Schedule: 5.0 - Cost: 3.5 - Willing to Refer: 4.5 **The Reviewer** CMO, Enterprise Networking Solutions Company - Industry: Other industries - Client size: 501-1,000 Employees - Review Type: Phone Interview - Verified **The Review** — Oct 13, 2023 **Feedback Summary**: Theory SF’s outputs were well-received, and the client was excited about the direction they created for the brand. The team also managed the engagement effectively by delivering tasks on time and within the client’s budget. Overall, the partnership was highly successful.  "“Theory SF was a great creative brand agency.”" **BACKGROUND** Introduce your business and what you do there.I’m the CMO of a company that provides enterprise networking solutions as a service. We provide wireless networking for buildings, schools, and similar establishments.  **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF?I engaged Theory SF before the launch of our company. Up to that point, we were in stealth mode with no external presence or website. We had limited messaging and marketing materials. We used their team to build our early positioning message and develop a campaign that would help build our brand.  **SOLUTION** What was the scope of their involvement?At the start of the engagement, I sent them a folder of materials they could review alongside documents that we’d written internally. I described why our company existed, what pain point we were trying to solve, and what made us unique to other providers in the market. On top of that, I provided them with case study materials so they could see what some of our early customers were saying. From there, they worked on the project in two phases. What is the team composition?We worked with four teammates from Theory SF, including Chip (Creative Director & Partner). Our team worked with him most regularly. Russell (Partner & Chief Strategy Officer) served as our account manager. They also had a creative talent and a resource who served as our day-to-day advisor. How did you come to work with Theory SF?I found Theory SF online as I was searching for local agencies in the San Francisco Bay Area. How much have you invested with them?The first phase of the project cost around $90,000. We didn’t finish some things in that phase, so we had a little back and forth. They agreed to do a second phase with us at a significant discount. This second phase cost around $7,000. What is the status of this engagement?The project lasted from December 2022–September 2023. We finished all of the initial work in two phases. The first phase was completed around April 2023, while the second phase wrapped up around September 2023. We’re talking about picking up another project with them, but that hasn’t been finalized yet.  **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? The materials Theory SF produced were a part of a larger project. Generally speaking, their work was well-received, and we’ve been excited about the direction that they gave us. How did Theory SF perform from a project management standpoint?Their project management was great. They delivered everything on time and within our budget. What did you find most impressive about them?Theory SF was a great creative brand agency.Are there any areas they could improve?They had one engagement model for companies regardless of size. If they wanted to engage with more small startups like us, they should consider changing their engagement model based on that. They could have more cost-effective options for younger startups. The pricing they shared with me would not be a big deal for a big company. However, for a small startup like us, it was a huge sum of money. We had many back-and-forth conversations around that. Do you have any advice for potential customers?Be clear about your objectives. Go into the engagement with total clarity of your goals and expectations. Make sure everything is reflected in the SOW. This way, you can keep Theory SF focused on those goals.  --- #### Branding & Marketing for Workforce Optimization Platform **The Project** - Services: Advertising, Branding - Project size: $50,000 to $199,999 - Project length: Jan. 2023 - Ongoing **Project Summary**: Theory SF has provided branding and marketing for a software development company. They helped the client understand the market, conducted interviews, and helped with a competitive analysis to align the brand.  **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Executive Director of Business Dev, Issio Solutions - Industry: Other industries - Client size: 11-50 Employees - Review Type: Phone Interview - Verified **The Review** — Aug 3, 2023 **Feedback Summary**: Theory SF has exceeded the client’s expectations. They created an entertaining, eye-catching brand that is palatable for the market. The team respects guidelines, deadlines, and budget. ""Our partnership with Theory SF is everything I was looking for and more."" **BACKGROUND** Introduce your business and what you do there.I’m the executive director of business development at Issio Solutions, a workforce optimization platform.  **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF?We needed Theory SF to help with branding and marketing.  **SOLUTION** What was the scope of their involvement?We weren’t standing out in the market and Theory SF helped us to change and align our branding to who we are today and want to be in the future. We showed them who our target market was and they took it a step further and really supported us in understanding the market and industry as a whole. They helped us with our competitive analysis to know where we needed to be aligned to move forward. They interviewed several within our company as well as our external customers. What is the team composition? We work with a dedicated 6-8 people.Are there any employees from the service provider's team that you would like to give a shout-out to in this review?Nancy (Senior Marketing Advisor) really supported us in our efforts. I don’t have a marketing background and she did a phenomenal job guiding me and helping me understand what areas I needed to focus on. The person responsible for the copy was phenomenal. How did you come to work with Theory SF?Theory SF was recommended by our former director of marketing. We evaluated four companies and chose Theory SF because they aligned with us. How much have you invested with them?The project cost $50,000-$100,000. What is the status of this engagement?We started working together in January 2023–ongoing.  **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement?Theory SF took has taken our brand, elaborated it, and made it palatable for the market. Our brand is now entertaining, eye-catching, and drives home who we are today and where we want to be in the future. Our partnership with Theory SF is everything I was looking for and more. They guide us and ensure us that we’ll have an unveiling into the market in about a month.How did Theory SF perform from a project management standpoint?The project manager really helped guide us to ensure we were meeting our expectations efficiently. They respect our guidelines, deadlines, and budget. They always have an open and honest conversation with us before deploying any effort. What did you find most impressive about them?I’m impressed that Theory SF went above and beyond to help us understand what we needed to be accomplished. They give us everything that we need. Are there any areas they could improve?No, they exceeded expectations. Do you have any advice for potential customers?Bring your true and authentic self to Theory SF and they will help guide you in the right direction.  --- #### Branding, Video Prod & Ads for Accounting SaaS Company **The Project** - Services: Advertising, Branding, Graphic Design, Video Production - Project size: Confidential - Project length: Sep. 2021 - Apr. 2022 **Project Summary**: A business accounting and payment SaaS firm hired Theory SF to develop their brand. They created assets such as an anthem video, animated ads, and image ads. From there, they helped launch the client's brand. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.0 - Cost: 4.5 - Willing to Refer: 5.0 **The Reviewer** Director Brand & Content, Accounting & Payment SaaS Company - Industry: Other industries - Client size: 201-500 Employees - Review Type: Online Review - Verified **The Review** — Mar 21, 2023 **Feedback Summary**: Theory SF delivered a branding system that the client could adapt to their needs; their ad campaign also yielded high value. The team's management became stronger as the project continued, and their creative outputs were excellent. They communicated effectively, resulting in a smooth collaboration. ""They are amazing communicators."" **BACKGROUND** Please describe your company and position. I am the Director Brand and Content of (a/an) Software Describe what your company does in a single sentence. Saas. Business accounting and payment software. **OPPORTUNITY / CHALLENGE** What specific goals or objectives did you hire Theory SF to accomplish? Brand Launch Visual identity system Launch campaign assets **SOLUTION** How did you find Theory SF? Online Search Why did you select Theory SF over others? Other What was the size of Theory SF’s team? 2-5 Employees Describe the scope of work in detail. Please include a summary of key deliverables. Theory created a full visual brand system for our company, a launch campaign for the brand based on extensive ideation, and assets for the launch including a brand anthem video, animated ads, and a series of image ads. They did the scripting and storyboarding for the video and worked with animators to deliver a final product. **RESULTS & FEEDBACK** What were the measurable outcomes from the project that demonstrate progress or success? A brand system we could adapt for all needs High value ad campaign Describe their project management. Did they deliver items on time? How did they respond to your needs? Project management needed improvement part way through as the project heated up and the schedules tightened, and they worked to rectify the issues with stronger management. What was your primary form of communication with Theory SF? Virtual Meeting What did you find most impressive or unique about this company? Their creative is excellent. They are amazing communicators who took our founder through a broad range of choices for the company's visual identity and methodically and comprehensively brought key stakeholders through the process to results that everyone loved and appreciated. Are there any areas for improvement or something Theory SF could have done differently? The project management could have been a bit stronger when it came to executing the detailed specifications of the various ads. At this point, we were also working with an agency to handle the ad buys, so it was complex. --- #### Branding Services for Barbershop **The Project** - Services: Branding, Marketing Strategy, Web Design - Project size: Confidential - Project length: Sep. 2022 - Ongoing **Project Summary**: Theory SF was hired by a barbershop to build their entire brand from scratch. They've come up with a brand name, designed a logo, created visual assets and content, and developed their brand guidelines. **Review Rating**: 4.0 - Quality: 4.5 - Schedule: 3.5 - Cost: 4.0 - Willing to Refer: 4.0 **The Reviewer** CEO, R&R Head Labs - Industry: Other industries - Client size: 1-10 Employees - Review Type: Phone Interview - Verified **The Review** — Jan 13, 2023 **Feedback Summary**: Theory SF has successfully built the client's brand from scratch, and they're now working on their shop's design based on the assets they've delivered. The team's creative prowess and willingness to push back when needed has resulted in assets that perfectly match the client's vision. "“Theory SF’s creative product and guidance have been excellent.”" **BACKGROUND** Introduce your business and what you do there. I’m the CEO of R&R Head Labs. We’re a brand new barbershop concept built around hiring formerly incarcerated barbers. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We needed a company that could build an entire brand for us from scratch. **SOLUTION** What was the scope of their involvement? We started the entire branding process with Theory SF from scratch. We started by asking them to come up with a name to build our entire branding platform around. Once we got a name, we worked on logo options and narrowed them down to one from there. Then they created our first campaign, which included a lot of visual assets, content, and text that went along with it. After that, they built our brand guidelines so that when we use other vendors, they will know how to conform to our brand. We are currently working on shop design with them. What is the team composition? We’ve worked with seven people from Theory SF, including Russell (Co-Founder & Chief Strategy Officer), Chip (Partner & Chief Creative Officer), a brand manager, and a client whisperer. How did you come to work with Theory SF? I found Theory SF from Clutch. I reached out to them, talked several times, and looked at their past work. Between their portfolio, the conversations we had, and their positive reviews, I knew they would be a good fit for us. What is the status of this engagement? We started working together in September 2022, and the engagement is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? We don’t have any success metrics so far. How did Theory SF perform from a project management standpoint? Theory SF has performed well in terms of project management. We mostly use email and phone to communicate. What did you find most impressive about them? Theory SF’s creative product and guidance have been excellent. They've also done a good job balancing our input and pushing back when they felt strongly about a certain decision. They don’t just take our direction and go with it no matter what; they use their brains and push back when needed. Are there any areas they could improve? We had some communication and deadline issues in the early stages of our engagement. They’ve since hired a client whisperer, who has been a huge help to us. I give them credit for knowing they needed more help and finding a great person to help. Do you have any advice for potential customers? If you want a company that could challenge you and that you could benefit from their expertise, go with Theory SF. But if you want someone who would do exactly what you tell them to do, they’re probably not the right fit for you. --- #### Branding & Packaging for Legal Cannabis Start Up **The Project** - Services: Branding, Logo, Other Design, Packaging Design - Project size: Confidential - Project length: Oct. 2021 - July 2022 **Project Summary**: Theory SF provided branding and packaging services for a legal cannabis product. They were in charge of naming the product and creating a unique message, logo, and packaging to tie the product’s purpose.   **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** CEO, Stagnaro Consulting - Industry: Other industries - Client size: 1-10 Employees - Review Type: Phone Interview - Verified **The Review** — Aug 18, 2022 **Feedback Summary**: Internal stakeholders were happy with Theory SF’s quality work. They successfully delivered the project on time and stayed within the budget. Moreover, they stood out for their knowledge, expertise, and passion about their job. They went beyond their duty to meet expectations. "“We trusted them and enjoyed working with like-minded people. They did a phenomenal job.”" **BACKGROUND** Introduce your business and what you do there. I’m the CEO of a consulting company. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We’re launching a new cannabis edible, so we thought it’d be valuable to use a marketing company to create unique packaging and a message to tie the whole purpose of the product. We wanted to get professional help because we didn’t know much about marketing. **SOLUTION** What was the scope of their involvement? Theory SF helped us create the product’s name, message, and packaging. Initially, we provided them information on gender, age range, occupation, and income to create the demographic. Also, we went up to San Francisco to deliver the product so they could taste it and get ideas. They started the process based on our introduction phone calls and made recommendations based on previous campaigns they’d done with large-scale global companies. Also, they created the concept for the logo. First, they presented 10 proposals, and we made adjustments. We worked on everything together. What is the team composition? We worked with the two owners; they had a crew. How did you come to work with Theory SF? We searched on Google for marketing companies with experience in the cannabis area. After researching and making phone calls, Theory SF seemed to align with what we were trying to accomplish. We specifically hired them for their expertise on how people think and their reaction to buying.  What is the status of this engagement? We started working with them in October 2021, and they finished in July 2022. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? Currently, a compliance person is reviewing the deliverables. We’re just double-checking and adding the website to the bag, but they finished the scope of work. We did everything based on the comfortability of both sides, and they always met the goals. In the end, we were happy with the results. How did Theory SF perform from a project management standpoint? We set up a timeline for the project and planned to launch at the end of this year. We didn’t have a rush, so they’d do their thing and then get back to us. We did Zoom calls to review corrections and went back several times. Regarding the budget, there was just an additional charge at the end to finish all the bags because we had five flavors, and they only did one. However, it was a fair price. We communicated to make sure we were clear on what we needed. We used phone calls, emails, and conference calls to review their progress. What did you find most impressive about them? They worked in corporate before for big-name companies with multi-million budgets. Moreover, they were passionate about their work. They chose to be on their own instead of having a corporate structure that limited them to give a certain amount of time to a customer. Under a corporate structure, companies don’t care about something unless you pay them to do it. However, Theory SF’s knowledge and passion allowed us to reach our goals. Overall, we trusted them and enjoyed working with like-minded people. They did a phenomenal job. Are there any areas they could improve? The only thing that needed improvement was their attention to detail. They overlooked some things, and we had to redo them due to a lapse in judgment. Nonetheless, people make mistakes, and it wasn’t a big deal. Do you have any advice for potential customers? Make sure the people in your project is aligned with  what you’re trying to accomplish, as well as your values and mindset — it’ll make it easier. Therefore, you should do your due diligence to find the right connection so your project can be the fullest as possible. --- #### Brand Identity for Nutrition Company **The Project** - Services: Advertising, Branding, Other Digital Marketing - Project size: $200,000 to $999,999 - Project length: Nov. 2020 - Ongoing **Project Summary**: Theory SF has been developing a nutrition company's brand identity. Their service includes their name, packaging, e-commerce, and communication assets in the digital space.  **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** SVP Brand Marketing, Ideal Living management LLC - Industry: Other industries - Client size: 51-200 Employees - Review Type: Online Review - Verified **The Review** — Mar 15, 2022 **Feedback Summary**: Theory SF is strategic, creative, consultative, fast, and prompt. They are also patient and understanding of the client's processes and accommodated delays with the ability to move faster than other agencies. Overall, they have been a great agency that's described as refreshing and impressive. ""They are not afraid to challenge us to think differently. We are able to have honest and candid discussions with them."" **BACKGROUND** Please describe your company and your position there. I am the SVP Marketing leading Ideal Living Nutrition Brands that include Supplements and Superfood. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF, and what were your goals? We wanted TheorySF to develop for us a new parent brand for our supplements portfolio with en elevated brand story. The project required extensive work including doing market research to develop a brand strategy, as well as naming, identity, packaging, e-commerce and communication assets that would be digitally relevant and disruptive in the commoditized supplement space. **SOLUTION** How did you select this vendor? Through RFP requests sent to several agencies. We have used Clutch to find agencies for this project and others as well. Describe the scope of their work in detail, including any steps and the final deliverables. Consumer Research Brand Strategy Brand Identity - Logo, Name etc Brand Packaging Brand E-Com Website Creative Communications/Assets How many people from the vendor's team worked with you, and what were their positions? Both the Principals - Russell who is the Strategist and Chip who is the Creative Head. We also worked with another strategist on their team and their packaging expert/lead. All are senior people with a lot of experience and I loved that they never handed our account over to any junior members - they have been the external client facing team for the entire time. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? The project is not completed but so far we are thrilled to be working with them. The product is excellent. We have completed brand strategy, naming, identity, and are finalizing packaging, Describe their project management style, including communication tools and timeliness. They are strategic, creative, consultative, fast and prompt. A real partner in the process. We have slowed them down with a lot of back n forth's as we made our final decisions, but they continued to show patience and were understanding of our process and accommodated us. If allowed they have the ability to move faster than any agency i have worked with this far. What did you find most impressive or unique about this company? Working directly with the Principals and not their junior staff. That is refreshing and impressive. They are not afraid to challenge us to think differently. We are able to have honest and candid discussions with them.  Are there any areas for improvement or something they could have done differently? They really are a great agency to work with. The project completion is taking longer than any of us expected (due to delays from our side) so i might have scoped out the project differently. Also, i might have also added media & communication testing as part of the scope so we could have involvement with their team on those elements as well. --- #### Market Research & Ad Campaign for News Network **The Project** - Services: Advertising, Digital Strategy, Market Research - Project size: Confidential - Project length: May - Sep. 2021 **Project Summary**: After conducting market research, Theory SF came up with a brand tagline and an ad campaign for traditional and digital media. It describes the client's goals in simple terms to help boost their engagement. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.5 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Founder, Ovis - Industry: Media - Client size: 1-10 Employees - Review Type: Phone Interview - Verified **The Review** — Sep 12, 2021 **Feedback Summary**: Demonstrating a genuine enthusiasm for the client's vision, Theory SF completed the project on time and produced satisfactory deliverables. The team's deep understanding of the industry also helped them produce superb deliverables. They truly facilitated a successful project. ""Since Theory SF truly believed in our mission, they did a fantastic job."" **BACKGROUND** Introduce your business and what you do there. I’m the founder of Ovis, a news network powered by blockchain technology. We’re dedicated to incentivizing the truth and ending fake news. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We needed a marketing campaign that simplified our processes. Our goal was to get people to engage with our company. **SOLUTION** What was the scope of their involvement? Theory SF built a marketing strategy for us. After a few meetings with the founders, the team proceeded to conduct a market research study. They eventually came up with a brand tagline and an ad campaign to help people understand what we do in very simple terms. The campaign was designed for both digital and traditional media. What is the team composition? We worked with the two founders. How did you come to work with Theory SF? Someone recommended them to us. What is the status of this engagement? The project lasted from May–September 2021.  **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement?  The team delivered the metrics themselves, and we were happy with it. Theory SF fulfilled everything in the scope on time. We believe that the campaign they created for us will be effective.  How did Theory SF perform from a project management standpoint? Theory SF did an excellent job in terms of project management. What did you find most impressive about them? They possessed a genuine enthusiasm for our vision and didn’t just focus on getting paid. Since Theory SF truly believed in our mission, they did a fantastic job. Furthermore, the team had a good understanding of the cryptocurrency space. Are there any areas they could improve? Our team is full of journalists, so we easily noticed a few typos in their deliverables. Other than that, they did a good job. Do you have any advice for potential customers? Be very honest about what you’re trying to achieve and answer all of their questions. It makes a big difference in the results if you’re completely transparent about your problems. Once they know about your weaknesses, they’ll turn them into strengths. --- #### Creative Branding for Consumer Products Company **The Project** - Services: Branding, Other Digital Marketing - Project size: $50,000 to $199,999 - Project length: Sep. - Dec. 2020 **Project Summary**: Theory SF is developing a creative marketing platform for a health product line. They’re tasked with creating a memorable tagline as well as creative materials for marketing campaigns. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Brand Manager, NewAge, Inc. - Industry: Other industries - Client size: 51-200 Employees - Review Type: Phone Interview - Verified **The Review** — Dec 3, 2020 **Feedback Summary**: Theory SF has managed to take a mundane product and make it more fun for the target demographic. The team’s success comes down to their creativity and flexible approach. They’ve adapted well to shifting timelines and are always available to review an idea.  "“The way they think about our product has been unlike any other agency that’s pitched to us.” " **BACKGROUND** Introduce your business and what you do there. I’m a brand consultant for New Age, Inc. Our company has a number of health and wellness product lines including food, beverage, and even skincare products.  **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? Because our division was so small, we were looking for a creative agency that would be flexible with our team and treat us as partners as we marketed our product. **SOLUTION** What was the scope of their involvement?  Theory SF is responsible for coming up with a creative marketing platform for our products, such as a catchy tagline that would resonate with our consumers and accompanying assets for our campaigns. We’ve also done a lot of testing to make sure our direction made sense. All in all, it’s a ground-up project. What is the team composition?  I’ve worked with Chip (Chief Creative Officer & Partner) and Russell (Chief Strategy Officer & Partner) the most.  How did you come to work with Theory SF? We screened about 13 companies, keeping our budget in mind along with each company’s portfolio, past work, and pitch ideas.  There was actually another award-winning company that we’d considered. They looked good on paper and we were ready to go with them after our first two meetings. Then, I squeezed in a meeting with Theory SF at the last minute, and they ended up taking the project because they were just so good. They stood out heads and shoulders above the rest. How much have you invested with them? We’ve spent $65,000 to date. What is the status of this engagement? The project started in September 2020 and will wrap up in December 2020. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? They’re always available with us, even on weekends. If I have an idea that I need to vet, I can just text them and get a response.  How did Theory SF perform from a project management standpoint? Our project has worked out so well because we need so much flexibility — our dates keep changing, but they’ve been with us all the way through. We communicate mostly through email and text. What did you find most impressive about them? Theory SF is super creative. The way they think about our product has been unlike any other agency that’s pitched to us. They’ve managed to turn something that’s very mundane into something fun. It blew my mind! The team is also easy to get along with. They’ve had to work with some of the other agencies in our company, and everyone thinks that they’re a pleasure to work with. Are there any areas they could improve? No, I don’t have any criticisms. Do you have any advice for potential customers? Don’t waste your time interviewing 13 companies and just give them a call. I’ll definitely use them again because they’re some of the best partners I’ve come across in my career. --- #### Branding Services & Video Production for Cybersecurity Co **The Project** - Services: Branding - Project size: $200,000 to $999,999 - Project length: Apr. - July 2020 **Project Summary**: Theory SF developed brand pillars, a brand message, and marketing campaigns to increase brand awareness for a cybersecurity company. They also produced a video to communicate the client’s services and industry. **Review Rating**: 4.5 - Quality: 4.5 - Schedule: 4.0 - Cost: 4.5 - Willing to Refer: 5.0 **The Reviewer** Sr Director of User Acquisition, Cybersecurity Company - Industry: Other industries - Client size: 5,001-10,000 Employees - Review Type: Phone Interview - Verified **The Review** — Oct 19, 2020 **Feedback Summary**: Theory SF implemented effective solutions including clever content that secured an above-industry-average click-through rate and increased purchases. The team also improved brand awareness, generating a 150% lift in unaided brand awareness. Their flexibility ensured a successful partnership. ""They clearly understood what we wanted to accomplish and how we wanted to accomplish it." " **BACKGROUND** Introduce your business and what you do there. I’m the senior director of user acquisition for a cybersecurity company.  **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We wanted to grow our brand and ensure peoples’ awareness of our offerings. **SOLUTION** What was the scope of their involvement? Theory helped us put together a brand message and creative materials that promoted our overall brand. Their team created pillars and then we sectioned our brand into them. They also created digital and radio campaigns, podcasts, sponsorship opportunities.   Theory also produced a 30-second video with the goal of engaging customers. They focused the content on helping customers learn about us and our space. What is the team composition? I primarily worked with Russel (Co-Founder & CSO) and Chip (Co-Founder & CCO). How did you come to work with Theory SF? They were already working with the company when I was brought into the project. The people who hired them are no longer with the company, so I’m not sure of the process or why they chose them, specifically. How much have you invested with them? We spent between $250,000–$300,000 on their services. What is the status of this engagement? We collaborated between April – July 2020. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement?  Their witty writing translated well across the board. We see more traffic, conversions, and purchases. In fact, our click-through rate’s significantly higher than industry standards. The video has an 82% completion rate, which was previously unseen. During a focus group, we showed seven-times the norm for unaided brand awareness and a 150% lift in unaided brand awareness. We have seen more traffic to the site, more conversions, and more purchases. We’re very satisfied. How did Theory SF perform from a project management standpoint? When I came on board, they shifted to work with me. Their team also handled all of our directional changes well. Theory worked weekends to make deadlines. They arrived at meetings prepared and understood what we wanted to see. We talked daily prior to launching the campaigns. What did you find most impressive about them? They clearly understood what we wanted to accomplish and how we wanted to accomplish it. Their team presented concepts that most of us loved. We had major organizational changes happen during the engagement. This caused us to request totally different concepts without extending the timeline. Twice, they put together entirely new concepts. Their team nailed the concepts on their first tries each time, which I hadn’t experienced with any other agency. Are there any areas they could improve? Although they put together timelines, they could improve by giving firm delivery dates. Their team’s hesitant to do so because they don’t want to disappoint. However, we need to give solid answers to our clients. Do you have any advice for potential customers? Write a good brief for them to read. Have an initial discussion to ensure everyone is on the same page and then, let them work. --- #### Multifaceted Brand Campaign of Global Cybersecurity Co **The Project** - Services: Branding - Project size: $200,000 to $999,999 - Project length: Feb. - July 2020 **Project Summary**: Theory SF provided digital marketing services to increase brand awareness in the US for a cybersecurity firm. The team developed a multimedia campaign that included video content to deploy on digital platforms. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** VP of Brand, Avast - Industry: Other industries - Client size: 1,001-5,000 Employees - Review Type: Phone Interview - Verified **The Review** — Jul 13, 2020 **Feedback Summary**: In addition to expertly navigating external circumstances, Theory SF delivered a campaign that impressed internal stakeholders. Their timeliness and responsiveness resulted in seamless collaboration. The involvement of leadership streamlined the engagement and led to a cost-effective solution. ""Theory works as if it’s their own business that they’re trying to affect." " **BACKGROUND** Introduce your business and what you do there. I’m the VP of brand at Avast. We’re a cybersecurity firm based in the Czech Republic. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? The challenge was to raise brand awareness in the US. **SOLUTION** What was the scope of their involvement? Theory was familiar with our brand as we previously worked on other projects together. We started the process by bringing them up to date on our latest challenges and activities. They also met a few new team members. Their team then helped to create a multifaceted campaign that included video. The campaign was to run on all digital platforms and TV.  What is the team composition? My main point of contact was Russell (Co-Founder & Chief Strategy Officer. I also closely worked with Chip (Co-Founder & Chief Creative Officer). How did you come to work with Theory SF? Initially, we sought a smaller, local agency. We interviewed probably 7–8 agencies but Theory’s pitch blew the rest of them out of the water. We also felt that their team would be a good partner for us long-term. How much have you invested with them? We spent probably $200,000 on this project including all of the asset development. What is the status of this engagement? We started this project in February 2020 and wrapped it up in July. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement?  The project just launched, but it was well-received by a tough internal audience. Their team spectacularly managed the unique challenges of the time. They ensured the images were appropriate for this moment, taking into account all of the cultural factors. How did Theory SF perform from a project management standpoint? We had regular Zoom meetings and texted each other. In the event of an emergency, we called each other’s cell phones. They were incredibly responsive, so I never worried about when I would hear back from them. Their team also delivered on time every single time. What did you find most impressive about them? Theory works as if it’s their own business that they’re trying to affect. They were a part of our team. Their team brought passion and spirit to the table. They were willing to jump in and pivot at any moment. Theory was our partner, not just another agency. At every step of the way, I worked with the agency’s partners. I didn’t work with a junior teammate. In that respect, there wasn’t a lot of overhead for account management that we would encounter in a larger agency. Are there any areas they could improve? In our first project, we learned some lessons and calibrated with each other. I wouldn’t ask for anything to be different in this case. --- #### Brand Awareness Animation & Creative Assets for Local County **The Project** - Services: Branding, Video Production - Project size: Less than $10,000 - Project length: Dec. 2019 - Feb. 2020 **Project Summary**: Theory SF assisted with a rebranding launch campaign. Besides print collateral (e.g., bus wraps, train wraps, billboards), they focused on digital channels and even created a series of branded animations. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 4.0 - Willing to Refer: 5.0 **The Reviewer** Director of Marketing, Destination Marketing Org. - Industry: Hospitality & leisure - Client size: 1-10 Employees - Review Type: Online Review - Verified **The Review** — Jul 10, 2020 **Feedback Summary**: The animations and branding efforts resulted in over a 200% increase in site traffic, and other organizations started to emulate the designs. Theory SF embraced the location wholeheartedly, which showed their vested interest in and appreciation for the county and its destinations. ""It was an excellent experience working with Theory SF!" " **BACKGROUND** Please describe your company and your position there. I was the Director of Marketing & Media at a destination marketing organization for a rural county. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? Rebranding Brand launch campaign Website design, build and hosting Marketing strategy and campaigns Social media campaigns and strategy Digital ad purchasing Print collateral design Video and animation projects What were your goals for this project? The intent was to offer potential visitors a new look at what our county offers. The animation characters were a spin-off from those developed for a short-version visitor guide. We planned to use the video in its entirety but also cut to use on social media platforms and digital advertising. **SOLUTION** How did you select this vendor? VMC issued an RFP for a marketing agency and following a lengthy interview and selection process, engaged Theory SF to act on VMC's behalf. Describe the scope of their work in detail. Research on brand awareness was followed by rebranding and a complete website rebuild featuring seasonal video and lively content. The brand was launched with outdoor advertising - bus wraps, train wraps, billboards, as well as heavy online and social media presence. We worked on many online campaigns that included creation of videos highlighting our quirky County. What was the team composition? I worked closely with the principals of the company: Russell Q. and Chip S.. They are consummate professionals. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? Website traffic more than doubled. Our branding was being emulated by other destinations, which speaks to its success. How effective was the workflow between your team and theirs? Communication was effortless. Russell and team were always available to talk things over. What did you find most impressive about this company? The Theory team embraced our county wholeheartedly. Not only did they create content for us, they came here on vacation! And even now, after my departure from my organization, I stay in touch with both principals. Are there any areas for improvement? None that I can think of. --- #### Branding & Messaging for a Cybersecurity Firm **The Project** - Services: Branding - Project size: $10,000 to $49,999 - Project length: Oct. 2019 - Ongoing **Project Summary**: Theory SF provides branding and messaging services for a cybersecurity company. Their team created a video for a trade show. They continue to work on a long-term creative branding audit for the client.  **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 4.5 - Willing to Refer: 5.0 **The Reviewer** Director, Institute for Cybersecurity - Regent University - Industry: Education - Client size: 1,001-5,000 Employees - Review Type: Online Review - Verified **The Review** — Nov 13, 2019 **Feedback Summary**: The marketing materials and philosophies Theory SF has offered has increased brand recognition. Their team has improved the sales funnel significantly and has met all deadlines. Research and communication have been effective.  ""TheorySF brought a creative energy and a curious nature to our marketing needs..." " **BACKGROUND** Please describe your company and your position there. I am the Director of Corporate Partnerships for the Institute for Cybersecurity, Virginia Beach, VA. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We are a start-up cybersecurity solutions provider that needed help with overall branding and messaging to our highly selective target audience. The product line/offerings is ahead of market acceptance and we have tried to build demand and launch in parallel. What were your goals for this project? We had both short term and long term goals that we mapped out with TheorySF. the first time sensitive goal was to capture the identity of the Institute for Cybersecurity and parlay that into a video engagement for the Gartner conference. Second to that, we had a long term branding proposal that outline market research, auditing and creative development to help us bring our band to life. **SOLUTION** How did you select this vendor? We selected TheorySF after liaising with Clutch. Clutch provided us a short list of marketing firms that we filtered through and selected TheorySF for the overall brand work. Describe the scope of their work in detail. Our short term deliverable was kicked off with a series of discovery telecons and interviews with our SME. Theory SF worked with their own internal team to create the visual story and messaging that we used in a trade show. The ongoing branding work is underway. What was the team composition? We worked directly with their principals and creative team. TheorySF used their expertise to involve additional team members as they developed and produced the video. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? Since working with TheorySF we have amplified our marketing collateral that resulted in increased brand recognition to our target market. This was the first and most important step into building our sales funnel. How effective was the workflow between your team and theirs? We had very good synergy between the two teams. Mainly we used screen sharing and telecons to meet with regular cadence to meet the deliverables. TheorySF was responsive to pivots we made and meet all deadlines. What did you find most impressive about this company? TheorySF brought a creative energy and a curious nature to our marketing needs starting with the first engagement. They had done their own research and understood our challenges from an outside perspective. They were able to clearly assess our product lines and capabilities and identify areas of commercial opportunity. They reinforced our own internal beliefs in the value of our offerings. Are there any areas for improvement? We had an A+ experience with TheorySF and will be executing an additional contract and Statement of Work for more extensive campaign and brand work. --- #### Print Advertisement for Regional Wine Alliance **The Project** - Services: Advertising - Project size: Confidential - Project length: Apr. - May 2019 **Project Summary**: Theory SF developed a full-page print ad for a national publication. After presenting several ideas, they integrated client feedback to create a final deliverable. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.5 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Executive Director, Paso Robles Wine Country Alliance - Industry: Other industries - Client size: 1-10 Employees - Review Type: Online Review - Verified **The Review** — May 10, 2019 **Feedback Summary**: Internal stakeholders are pleased with how well the ad stood out from others in the publication. Theory SF ran a smooth engagement and wasn’t hampered by a short time frame. They also proved to be strong communicators.   ""They created fun ideas on a very short timeline."  " **BACKGROUND** Please describe your company and your position there. I’m the executive director of the Paso Robles Wine Country Alliance. We represent the wineries and vineyards of Paso Robles. Besides our wineries and wine growers, our association includes hospitality and associate members. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We had a quick turn-around print ad for a national wine publication that we knew would get lots of great press. Working with a partner organization, Travel Paso, we needed to create a print ad to market and promote our region. Theory SF was the branding organization working with Travel Paso. What were your goals for this project? We set out to create a unique, memorable, and interesting ad that stood out in a magazine full of beautiful wines and vineyards. **SOLUTION** How did you select this vendor? Our partner organization was using them and recommended them. Describe the scope of their work in detail. Theory SF created a full-page ad. Initially, they delivered several concepts, which they later refined into a final ad. What was the team composition? I worked with Chip (Creative Director, Theory SF) and Russell (Chief Strategy Officer, Theory SF). **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? Theory SF created a memorable, fun, and disruptive ad, which is exactly what we wanted. How effective was the workflow between your team and theirs? They were very effective and easy to work with. What did you find most impressive about this company? They created fun ideas on a very short timeline. They were also easy to communicate with. Are there any areas for improvement? Not at this time, no. --- #### Market Research Report for Pharma Company **The Project** - Services: Market Research - Project size: Confidential - Project length: Dec. 2018 - Jan. 2019 **Project Summary**: TheorySF provided market research for a particular industry, creating a final document about 60 pages in length.  **Review Rating**: 5.0 - Quality: 4.5 - Schedule: 5.0 - Cost: 4.0 - Willing to Refer: 5.0 **The Reviewer** Consumer Insights Contractor, Pharma Company - Industry: Other industries - Client size: 1,001-5,000 Employees - Review Type: Phone Interview - Verified **The Review** — Mar 7, 2019 **Feedback Summary**: TheorySF was very thorough in their approach to competitive market research, providing strategic insight into an industry that has allowed the company to build valuable frameworks from. They were also very easy to work with, responsive, and delivered on time.  "“I appreciated their intelligence and experience in research and design the most.” " **BACKGROUND** Introduce your business and what you do there. I'm a consumer insights contractor for a pharmaceuticals company. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with TheorySF? We needed to become educated in the competitive marketplace of supplements very quickly. **SOLUTION** What was the scope of their involvement? TheorySF conducted extensive market research within the supplements industry, providing an audit that included their insights and strategic frameworks for analysis. The final deliverable consisted of a report about 60 pages in length.  What is the team composition?  Russel (Partner and Chief Strategy Officer, TheorySF) was our main point of contact. Although we never met in person, we frequently spoke via phone and email throughout the engagement.  How did you come to work with TheorySF? Our VP of consumer insights knew one of the co-founders at TheorySF, so they had been in touch about the different capabilities they could offer our company. Before we decide to contract them for any design work, we wanted to see how they performed from a more strategic thinking standpoint, so we gave them this project to start with. What is the status of this engagement? The project took place between December 2018–January 2019. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? TheorySF provided very thorough market research that has allowed our team to build valuable business frameworks. We feel very confident in the direction we'll choose to follow based on the competitive knowledge we now have.  How did TheorySF perform from a project management standpoint? They were very detail-oriented, on time, and easy to get along with. I never had any trouble reaching them; they were readily available via phone and email.  What did you find most impressive about them? I appreciated their intelligence and experience in research and design the most. Are there any areas they could improve? Although they work very quickly, it would be great if they could've shown us how they generated results (i.e., their thinking process and strategies for gathering information).  Do you have any advice for potential customers? Give them the freedom to do what they do best–their expertise in research and design is hard to beat.  --- #### Marketing Campaign for Cybersecurity Company **The Project** - Services: Other Digital Marketing - Project size: Confidential - Project length: Sep. 2018 - Ongoing **Project Summary**: Theory SF contributes creative concepts to a large cybersecurity company. Elements of their work will appear in several brand strategy initiatives for the coming year. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.5 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** VP of Marketing, Cybersecurity Company - Industry: Information technology - Client size: 1,001-5,000 Employees - Review Type: Phone Interview - Verified **The Review** — Feb 15, 2019 **Feedback Summary**: Though the campaign is just preparing for launch, Theory SF provided a platform that exceeds expectations and goes beyond the original scope. They have a passion for the business, and are a genuine partner. "“They’re creative, accessible, and always ready to support us.” " **BACKGROUND** Introduce your business and what you do there. I am the vice president of marketing for a very large cybersecurity company. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We needed an agency to help develop an interim campaign to raise brand awareness and visibility for our main consumer products. **SOLUTION** What was the scope of their involvement? This started as an interim project, but we were pleased with their work and transformed the collaboration into our full-blown 2019 campaign strategy. Elements of their creative concepts will appear in our website, programs, social marketing, branded properties, video, trade shows, and a few other aspects of our brand strategy. What is the team composition? We work very closely with their principals. How did you come to work with Theory SF? Our advertising lead reached out to her colleagues and resources, and built a list of about a dozen smaller agencies. We spoke with several agencies, and most were highly qualified, but we really connected with Theory SF and liked their philosophy. What is the status of this engagement? We engaged them initially at the end of August 2018 and started working in earnest in September. The work is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? A lot of their work is just about to launch at the start of our campaign in March. We don’t have any metrics yet, but we’re expecting great results. One challenge we face in the U.S. is brand recognition. They gave us a strategic platform that was even bigger than what we asked for, and their work enables us to go above and beyond our original scope. How did Theory SF perform from a project management standpoint? I like to work with them; they’re good people. We primarily communicate through email, but frequently speak on the phone or via video conference. We’ve also met in person. What did you find most impressive about them? I appreciate their passion for our business. They are genuine, honest, and a true partner. They’re creative, accessible, and always ready to support us. Are there any areas they could improve? Some small things occasionally slip through the cracks, but we’re a demanding, complicated business. I don’t focus on the small things, as the big picture is so good. --- #### Branding Strategy for Publicly Traded Cannabis Company **The Project** - Services: Other Digital Marketing - Project size: Confidential - Project length: Oct. 2018 - Ongoing **Project Summary**: Theory SF is developing new branding materials to ensure a company succeeds within a shifting marketplace. Their efforts include packaging design and establishing the brand identities for new products. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** VP Marketing, Publicly Traded Cannabis Company - Industry: Other industries - Client size: 201-500 Employees - Review Type: Phone Interview - Verified **The Review** — Dec 20, 2018 **Feedback Summary**: Performing above project expectations, Theory SF learned everything they could about an ever-evolving industry. They are involved with significant strategy work, innovation, and all elements of new brand development. Their team consists of dedicated and creative professionals. They're valuable partners. "“They’re a full-service agency that can work within any industry.” " **BACKGROUND** Introduce your business and what you do there. I’m the VP of marketing for a large cannabis company. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? Operating within a rapidly changing industry, we wanted to reconceptualize certain parts of our business. We needed a solid strategic agency to understand our corporate "DNA." We also needed a top identity, branding and packaging agency. **SOLUTION** What was the scope of their involvement? Theory SF is helping us innovate new-to-world brands to better take advantage of opportunities within valuable consumer segments. What is the team composition? We regularly communicate with both company principals. Beyond that, we work with the packaging team and several creative resources. How did you come to work with Theory SF? I don’t recall the actual introduction, but we had a strong connection with them from the start. They considered it critical to understand all parts of our business before rushing to complete a project. That set them apart from similar vendors. What is the status of this engagement? We started working together in October 2018, and the engagement is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? They’re helping us build a national brand that we’re incredibly excited about. We’re getting close to announcing the final product, and they’re handling everything down to the SKU level. Everyone within our organization is absolutely thrilled with Theory SF’s work. Not only do they excel in pure brand strategy, but they’ve also completed some cooperate branding work for us as well. How did Theory SF perform from a project management standpoint? I consider them my right-hand partner. We interact on a daily basis, and they’re always responsive to our needs. Theory SF dug deep into our business to understand our priorities. They visited our office from the onset and met with all of our key stakeholders throughout the process. Their ability build strong relationships across departments created a powerful relationship at the onset. What did you find most impressive about them? Theory SF is a strategic team capable of developing industry-changing ideas. They’re a full-service agency that can work within any industry. Specifically, their branding and packaging work is off the charts. It’s a true partnership. Are there any areas they could improve? No. It has been a great experience thus far. --- #### Logo and Branding for Architectural and Interior Design firm **The Project** - Services: Branding - Project size: $10,000 to $49,999 - Project length: Mar. 2016 - Ongoing **Project Summary**: Theory SF managed a rebranding campaign, creating a new name and logo. They conducted internal and external research, identifying key characteristics that informed the new brand. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Chief Financial Officer, FORGE SF - Industry: Other industries - Client size: 11-50 Employees - Review Type: Phone Interview - Verified **The Review** — Oct 3, 2018 **Feedback Summary**: Theory SF seamlessly transitioned to the new brand, which has attracted press attention and increased social media awareness. Employees and clients love the new design and style. The team is both professional and enjoyable to work with, making them a great partner. "“Branding and design can be a hard thing to get right, but they did a great job.” " **BACKGROUND** Introduce your business and what you do there. I’m the CFO of Forge, an architectural firm that focuses primarily on corporate interior design and ground-up architecture. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? After 37 years, we wanted to rebrand our company with a new name and logo. We were transitioning ownership and wanted a brand that more closely aligned with our projects, relationships, and clients. **SOLUTION** What was the scope of their involvement? Theory SF ran us through a series of programming exercises to gather conversations about our identity and how we represented ourselves both internally and externally. They gathered this information from our owners, management teams, and 20 of our top clients and then funneled it back into creating a compelling new name and brand. They currently work on a consultation basis. What is the team composition? We work with the co-founders. How did you come to work with Theory SF? We were introduced by a mutual colleague. We weren’t looking for a branding company, but we had a great initial connection, and they clearly explained the value they could add to our business. How much have you invested with them? We’ve spent about $40,000. What is the status of this engagement? We’ve worked together since March 2016, and the work is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? We thought there’d be quite a bit of disruption because the project was so intensive, but the rebranding was seamless. Our internal staff loves the brand message, and our clients speak positively of it, too. The refreshed brand attracted press attention, and we found ourselves in local publications and being inviting to more speaking engagements. We’ve been able to utilize more social media channels and have more of a presence than we did before the rebranding. How did Theory SF perform from a project management standpoint? They’re responsive and always deliver on their promises in a timely manner. They articulate their process and goals well, making it easy for anyone to understand what they wanted to accomplish. What did you find most impressive about them? Their performance and delivery are exceptional; all of their work is high quality and has a personal touch, making the partnership productive and enjoyable. Branding and design can be a hard thing to get right, but they did a great job. Are there any areas they could improve? We mainly work with the co-founders, but it would be helpful to see their talent more clearly, so we could see what else they can do. Do you have any advice for future clients of theirs? Have an internal conversation about your brand identity in advance. Theory SF does great work, but it’ll be best if you provide a starting point of what you want. --- #### Branding for Recruitment Company **The Project** - Services: Other Digital Marketing - Project size: $10,000 to $49,999 - Project length: Feb. 2018 - Ongoing **Project Summary**: Theory SF provided branding services for an emerging firm to determine an identity and visual persona. Having completed the name and logo creation processes, the ongoing work pertains to website development. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.5 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Partner, Spark Search - Industry: Other industries - Client size: 1-10 Employees - Review Type: Phone Interview - Verified **The Review** — Aug 22, 2018 **Feedback Summary**: Taking a methodical and well-researched approach, Theory SF delivered standout name and logo options to differentiate from those of competitors. Their team offers an individualized experience and practical insights to foster well-informed branding decisions. ""They have been as communicative and available as we could have asked for." " **BACKGROUND** Introduce your business and what you do there. I'm a partner and one of the owners of an executive search firm called Spark. We're a relatively new company—only starting operations in January 2018. We conduct targeted executive searches for architects and engineers nationwide. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with Theory SF? We required branding services for our company. The recruiting industry generally carries a negative connotation because people believe it's expensive, dishonest, and allows unqualified candidates into consideration. We believe our process is different. We feature a targeted approach to focus on a specific industry that we have experienced. We wanted to be portrayed well, be differentiated from other firms, and develop a unique visual presence. **SOLUTION** What was the scope of their involvement? We began the engagement with no name, logo, or brand history. We only had an idea of how to be different. We met with Theory SF and briefed them about our goals. They asked in-depth questions to learn more about our personalities and how to have them reflected in our branding. For our name, we wanted something short and punchy that captured our process. Theory SF presented us with an extensive list, maybe 30-40, and we voted on each one to narrow the options. To develop the logo, they crafted several options featuring different color schemes and designs. We chose the logo we liked best and tinkered with it until it was perfect. Currently, they are in the process of building our website. We recently supplied them with some general web copy, which they edited into a draft and returned to us, and now they’re incorporating it into the design. What is the team composition? We worked with both of the managing partners at Theory SF. How did you come to work with Theory SF? They were referred to us by another company that had used them in the past. That company arranged a meeting with Theory SF for us, and we found them to be personable and knowledgeable. We were confident in their abilities. How much have you invested with them? We’ve spent around $40,000 to this point. What is the status of this engagement? Our work began in February 2018 and is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? They have absolutely met our expectations. This was a very thought-out process, and we thank them for that. It was not overwhelming to the point where we had 10,000 name options. It was narrowed down to start, which allowed us to make quick progress. How did Theory SF perform from a project management standpoint? They have been as communicative and available as we could have asked for. What did you find most impressive about them? We respect their honesty and their knowledge. Part of their process was detailing the psychology behind consumer decision-making. Having that perspective in this process is quite valuable. --- #### Video and Marketing Collateral for Accounting Firm **The Project** - Services: Branding - Project size: $10,000 to $49,999 - Project length: Jan. - Feb. 2017 **Project Summary**: Theory SF provided video production and digital creative services for a range of projects. They provided a comprehensive creation process that offered multiple strategy angles and collateral production.   **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.5 - Cost: 4.5 - Willing to Refer: 5.0 **The Reviewer** Strategic Brand Planning Manager, Sage - Industry: Information technology - Client size: 10,001+ Employees - Review Type: Online Review - Verified **The Review** — Aug 2, 2018 **Feedback Summary**: Industry peers viewed Theory SF’s work positively, and the final products surpassed expectations. They were highly responsive and made themselves accessible outside normal hours to meet deadlines. The combination of their size and considerable abilities results in individualized, top-level service. ""They homed in on the underlying ideas and brought them to life."  " **BACKGROUND** Please describe your company and your position there. I was a Strategic Brand Planning Manager for Sage, a global accounting software company. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We needed someone to make videos and handle marketing campaigns for us.   What were your goals for this project? We were hoping to increase awareness of our products and services.  **SOLUTION** How did you select this vendor? They were recommended to us as a good partner in the San Francisco area. Describe the scope of their work in detail. Each project would start with a kickoff meeting where we'd give them a rough idea of what we were looking for. They would often help us hone the essence of that idea and then work over the course of the next week or two to develop and present a few different directions. Once we agreed on an angle, they’d present the final video and/or campaign to us. If it were campaigns, we'd a round or two of revisions before they'd flesh out all the deliverables and collateral. What was the team composition? We worked primarily with the Russel, the Chief Strategy Officer (CSO), and Chip, the Chief Creative Officer. They had others behind them who worked on the execution. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? They consistently beat or met expectations and we would hear praise for their work from our peers constantly. How effective was the workflow between your team and theirs? Russell was very responsive and attentive. He would make himself available if we were working on a time-sensitive project. What did you find most impressive about this company? They quality of their insights and work stand out to us. They bring world-class talent to a small agency, which results in personalized attention and reasonable rates. They homed in on the underlying ideas and brought them to life.  Are there any areas for improvement? Nothing readily comes to mind. --- #### Branding and Web Design for Radio Station **The Project** - Services: Branding - Project size: $50,000 to $199,999 - Project length: Nov. 2016 - May 2017 **Project Summary**: Theory SF redesigned a website as part of a larger rebranding project. The team used market research to provide a variety of options for the new image. They also helped advertised the updated look. **Review Rating**: 4.5 - Quality: 5.0 - Schedule: 4.5 - Cost: 3.5 - Willing to Refer: 4.5 **The Reviewer** Program Director, Radio Station - Industry: Media - Client size: 51-200 Employees - Review Type: Online Review - Verified **The Review** — Jul 19, 2018 **Feedback Summary**: The designs generated positive feedback from partners and the target audience. Throughout the engagement, Theory SF was always available and professional. Their team had deep expertise and a personable approach to the partnership. ""Our new brand and website created a positive culture that our team could rally behind." " **BACKGROUND** Please describe your company and your position there. I’m the director of programming for a radio station that airs Christian programs across the United States. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We needed services for branding and web design. What were your goals for this project? We wanted a refreshed brand and clean new website. **SOLUTION** How did you select this vendor? One of our vendors highly recommended them. Describe the scope of their work in detail. We had several deep dive meetings for them to understand our business, mission, and how we wanted to reach our goals. They did market research on our competitors and audience, which then informed our collaborative decision-making process. They provided multiple options for branding with opportunities for revision. Once our executive team chose the new brand, Theory SF helped us advertise and implement the changes. What was the team composition? We worked directly with Theory SF’s top executives. They visited our offices on a weekly basis. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? Our new brand and website created a positive culture that our team could rally behind. The designs not only appealed to our audience, but also helped build stronger professional relationships. How effective was the workflow between your team and theirs? We enjoyed Theory SF as a partner because they were always available via phone. The team documented tasks after each weekly meeting. What did you find most impressive about this company? They’re highly professional, but also down-to-earth people that feel like part of our team. The team’s industry knowledge is incredible and they’re not afraid to think outside the box. Are there any areas for improvement? We were slow and they were patient with us, but Theory SF could’ve pushed us more. --- #### Total Brand Development for Online Travel Agency **The Project** - Services: Branding - Project size: $50,000 to $199,999 - Project length: June 2016 - Feb. 2017 **Project Summary**: Theory SF developed an entire brand portfolio from scratch, based on industry and audience research. There wide-ranging work included multiple audits, as well as a landing page and brand story and messaging. **Review Rating**: 4.5 - Quality: 4.5 - Schedule: 5.0 - Cost: 4.0 - Willing to Refer: 4.5 **The Reviewer** Chief Marketing Officer, Travana, Inc. - Industry: Hospitality & leisure - Client size: 11-50 Employees - Review Type: Online Review - Verified **The Review** — Jun 16, 2018 **Feedback Summary**: Their work received positive industry reviews and was praised for its polished, easily understandable style. Theory SF communicated well and brought impressive intelligence to the table. Their collaborative work style and dedication to deadlines made for a beneficial partnership. ""Their communication skills, high level of intelligence, collaborative nature, and final outputs all stood out to us." " **BACKGROUND** Please describe your company and your position there. I was the CMO at Travana, Inc., which was an online travel agency (OTA). **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We needed everything built from, starting with brand development, which included development of a brand story, brand strategy, identity (naming, voice, benefits, iconography, typography, color palettes), and brand style guide. What were your goals for this project? We wanted to form the groundwork for all the brand-related work that would be done in the company, from that point forward. **SOLUTION** How did you select this vendor? Our CEO, COO, and I found and interviewed several San Francisco-based agencies, got quotes and presentations from them, and then selected Theory SF. Describe the scope of their work in detail. They provided a full suite of services, from industry research, stakeholder interviews, and an executive brand workshop, to message, brand story and identity, and landing page development. Further, they provided insight into our audience, social and traditional media opportunities, and competing brands. What was the team composition? We worked with their Chief Strategy Officer, Chief Creative Officer, Director of Marketing, and Director of Content. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? Our business and e-commerce website launched to positive industry reviews and critical acclaim surrounding its messaging, creative, and clean appearance. How effective was the workflow between your team and theirs? Their Chief Strategy Officer, and their Creative Director were star performers throughout the collaboration between our two teams, providing solid communication throughout and always handing over deliverables on time. What did you find most impressive about this company? Their communication skills, high level of intelligence, collaborative nature, and final outputs all stood out to us. Are there any areas for improvement? There's always room for improvement in any organization. I look forward to working with them again. --- #### Rebrand for Architectural and Interior Design Firm **The Project** - Services: Branding - Project size: $10,000 to $49,999 - Project length: Sep. 2015 - Mar. 2017 **Project Summary**: TheorySF led a client-focused strategy and creative development of a new brand for an architecture and interior design firm. They helped develop the firm’s new name, logo, graphics, and language. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 4.0 - Cost: 5.0 - Willing to Refer: 4.5 **The Reviewer** Brand Manager, Forge - Industry: Other industries - Client size: 11-50 Employees - Review Type: Phone Interview - Verified **The Review** — Jun 8, 2018 **Feedback Summary**: TheorySF’s work increased the firm’s prominence, especially online, bringing increases in traffic to their web and social media sites. The increased attention resulted in increased revenue. The team delivered a custom-tailored, high-quality collaboration. Their facilitation simplified the process. "“They went above and beyond in helping us.” " **BACKGROUND** Introduce your business and what you do there. I’m the brand manager for Forge, which provides architecture and interior design. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with TheorySF? We wanted to completely rebrand our firm and create a new corporate identity for growth. **SOLUTION** What was the scope of their involvement? We hired TheorySF to lead us in the strategy and creative development of our new brand. We worked with them to conduct a perception survey at the onset of the project. With that, we developed a client-centered strategy for our rebrand that involved key clients all the way through. They were central to that process. They led the creative development of the name, logo, and graphics. They also helped us design a voice beyond the creative, which was essential in communicating with the rest of our team internally what the brand is and how they could be a part of it. What is the team composition? We worked primarily with their creative director and partner/chief strategy officer. How did you come to work with Theory SF? They had a relationship with the owner of the firm. He liked them a lot. How much have you invested with them? The rebrand cost roughly $40,000 in hard costs. What is the status of this engagement? We started working together in September 2015 and we launched our new brand in March 2017. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? They did a stellar, fantastic job. All our expectations were exceeded. Since the rebrand, we were named one of the fastest-growing, private companies  by San Francisco Business Times. We’ve increased our revenue and our website traffic has increased since the rebrand. Our social media presence and engagement has increased significantly as well. We won a marketing communications award for corporate identity and rebrand through the Society for Marketing Professional Services (SPMS) organization. We’ll be accepting that award in August. How did Theory SF perform from a project management standpoint? They’re responsive. They had a desk at our office and spent time there. We had access to them, and they were very visible throughout the process. We weren’t their only client, but we felt we were a priority to them in terms of their level of attention and responsiveness. They were fantastic at guiding us toward making decisions quickly. A complete rebrand and new identity could be extremely difficult decisions, but they were great at how and when they presented things to us. They guided us through that decision-making process so that we could move forward and choose something that we felt good about. What did you find most impressive about them? They have a very personalized level of service. They didn’t feel like external consultants; they felt like internal collaborators and partners in the company. They worked hard to understand who we are and what our needs were. They guided us and made it easier for us to make hard decisions because they understood us so well. They’ve been a great resource and a great partner to us. They’ve gone beyond the general consultant or agency role. It was a collaboration. They care about what they do. They have excellent quality and knowledge. They’re top-of-the-line, talented people. They went above and beyond in helping us. Are there any areas they could improve? After the deliverables were complete, service started to slip. They had other clients, and our project went long. As a result, I had to do more follow-up than I had originally anticipated. They could've been more proactive int he way that they handed off the final materials. Do you have any advice for potential customers? Make sure that you agree ahead of time what your deliverables are and what the specific scope is. Be prepared to manage them because they're creative people. You may need to take the initiative to reach out and create a schedule to hold them to. --- #### Branding and Marketing Strategy for Educational Nonprofit **The Project** - Services: Digital Strategy - Project size: $10,000 to $49,999 - Project length: Feb. 2017 - Ongoing **Project Summary**: SF Theory is leading a complete rebranding and marketing strategy for the company, providing designs for a new name, logo, tagline, and signage. **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Executive Director, Solar Living Institute - Industry: Education - Client size: 51-200 Employees - Review Type: Phone Interview - Verified **The Review** — May 23, 2018 **Feedback Summary**: SF Theory continues to be a great partner to collaborate with, providing high quality rebranding materials. Understanding, attentive, and good-humored, their proactive approach to projects sets them apart. They ensure team members are happy and comfortable as they evolve the brand. "“SF Theory produces top-quality, out-of-the-box designs—we're very happy with them across the board.” " **BACKGROUND** Introduce your business and what you do there. I'm the director at the Solar Living Institute, a 12-acre campus that provides eco-lodging, workshops, classes, and events. **OPPORTUNITY / CHALLENGE** What challenge were you trying to address with SF Theory? After about 40 years of business, we decided it was time to refresh our brand, so we were looking for a vendor to help with the rebranding and a marketing strategy. **SOLUTION** What was the scope of their involvement? Initially, SF Theory completed some fact-finding surveys on our target audience. Then, they redesigned our name, logo, and tagline. They're now starting to help design and produce signage, including roadside billboards and other collateral. What is the team composition? We primarily work with Russell (Co-founder and Chief Strategy Officer, SF Theory), as well as Chip (Co-founder and Chief Creative Officer) when it comes to designs. How did you come to work with SF Theory? One of our county tourism agencies had worked with them on their initial strategy  and I sat in on that session a while back. When it came time to do this project, I recalled that experience and how well SF Theory managed that job. I liked that they asked good questions and were attentive to deadlines. How much have you invested with them? We've invested between $10,000–$15,000 thus far, but I believe our full contract is for $25,000. What is the status of this engagement? We started working with them in February 2018 and the work is ongoing. **RESULTS & FEEDBACK** What evidence can you share that demonstrates the impact of the engagement? SF Theory produces top-quality, out-of-the-box designs—we're very happy with them across the board. Their team has also been great about working closely with our owner, ensuring that he's both happy and comfortable as we make changes to a brand he's become accustomed to for many years. How did SF Theory perform from a project management standpoint? They're good at staying on task and on budget, navigating the nuances of working with our team from both a highly creative and professional level. Russell and Chip complement each other well; their team is carefully choreographed. They deliver on their promises, while maintaining a consistent standard of excellence and professionalism. What did you find most impressive about them? I appreciate their balance of professionalism with their great sense of humor. When you're getting deep into the work, that goes a long way. They've lit up the room on many occasions and I think we've been able to accomplish more as a result of their attitude. --- #### Branding Project For Tourism Organization **The Project** - Services: Branding - Project size: $200,000 to $999,999 - Project length: Feb. 2017 - Ongoing **Project Summary**: Theory SF used complex data to craft brand identity and messaging. They designed a website, developed marketing materials, and conducted market testing.  **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 5.0 - Willing to Refer: 5.0 **The Reviewer** Executive Director, Visit Mendocino County - Industry: Hospitality & leisure - Client size: 1-10 Employees - Review Type: Online Review - Verified **The Review** — Jan 22, 2018 **Feedback Summary**: Although the website redesign was not complete, the new marketing platform had generated considerable interest and conversions. Theory SF impressed with their proactive approach and graciously collaborative attitude. Their enthusiasm for the project was obvious.  ""We are not a big client but we get the full measure of their passion." " **BACKGROUND** Please describe your company and your position there. Visit Mendocino County is a leading Destination Marketing Organization (DMO), promoting tourism to this North Coast county and its various communities. As Executive Director, I manage the day-to-day operations of the business and direct the overall course of the organization. **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We asked TSF to undertake a market study and subsequent creative development to help determine and secure our best future positioning, brand identity, and messaging. We engaged them as a full-service marketing company, and collaborated with them to develop advertisements and marketing materials, redesign our website, and complete other tasks under the overall project umbrella. What were your goals for this project? Our goal was to find the most appropriate look, feel, and voice for making Mendocino a top-of-mind destination for travelers in our target markets. We also wanted to drive conversions by generating keen interest in our destination. **SOLUTION** How did you select this vendor? We issued a detailed RFP to several potential vendors, then selected TSF for presentations and interviews along with three others. In the end, they won the job. Describe the scope of their work in detail. The TSF team spent considerable time in Mendocino County talking with staff, board members, stakeholders, businesspeople, and actual visitors, while compiling information, gauging impressions, and analyzing available data. They completed intercepts outside of the county, measuring of our level of awareness beyond our borders. They offered suggestions for taglines and marketing platforms. Once these had been narrowed, they conducted in-market testing to make final, data-based recommendations. They developed creative concepts, received collaborative input, and determined a final direction for the company. What was the team composition? The team consisted of TSF members, senior staff at VMC, input from the VMC Marketing Committee, and ultimately the Board of Directors. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? It's a little too soon to tell. The website is being redesigned and should be ready for launch in late March. However, other work tangential to the project has been excellent. A current promotional campaign is generating great impressions, click-through rates, and conversions. We couldn't be happier. How effective was the workflow between your team and theirs? The dialogue has been dynamic, free-flowing, and frequent, with emails, phone calls, and numerous personal meetings. We have developed a great mutual respect and appreciation. What did you find most impressive about this company? Their intelligence, resourcefulness, elan, and enthusiasm for the work and for the destination. We are not a big client but we get the full measure of their passion and creativity, and that means a lot to us. Are there any areas for improvement? I can't think of any. --- #### Market Research for IT Solutions Company **The Project** - Services: Market Research - Project size: $50,000 to $199,999 - Project length: Mar. - Sep. 2021 **Project Summary**: An IT solutions company that caters to cannabis clubs was looking to extend their business in the US, so they hired Theory SF to study the market for them.  **Review Rating**: 5.0 - Quality: 5.0 - Schedule: 5.0 - Cost: 4.5 - Willing to Refer: 5.0 **The Reviewer** Director, Cannabis Club Systems - Industry: Advertising & marketing - Client size: 1-10 Employees - Review Type: Online Review **The Review** — Sep 3, 2021 **Feedback Summary**: Thanks to Theory SF's thorough research, the client was able to adjust their branding and strategies. The team communicated clearly and frequently, providing updates and feedback. They were also quick to address requests and had an in-depth understanding of the target market. ""They exceeded my expectations most of the time."" **BACKGROUND** Please describe your company and your position there. I am the co-founder and Director in the company **OPPORTUNITY / CHALLENGE** For what projects/services did your company hire Theory SF? We wanted to extend our current business to the US. We needed to study the market and prepare for a launch. **SOLUTION** How did you select this vendor? I used Clutch and checked there website. based on reviews and expertise we chose Thoery SF Describe the scope of their work in detail. We started with market research. They did both qualitive and quantitive rsesearch for us and helped us make some critical changes in our brand and strategy. What was the team composition? We spoke mainly to Russel and Chip who were great. Behind them them there is a creative team. **RESULTS & FEEDBACK** Can you share any outcomes from the project that demonstrate progress or success? The feedback we have had from our internal surveys have indicated great satisfaction with the new logo and brand. Its still too early to see the real results as we will launch later this month. How effective was the workflow between your team and theirs? Great! communication was always easy and clear. They respond to your requests rapidly. What did you find most impressive about this company? For me personally the logo and final ad platfrom they created for us showed that they really listened to us they really understood our market and gave something that we were super proud of. Apart from that they really made the whole experince fun for us Is there any area for improvement or anything that could have been done differently? Not really. They exceeded my expectations most of the time. --- ## Portfolio & Awards ### Airbase Outdoor Part of the airbase brand campaign. ### Airbase Brand :30 TV/Video :30 brand spot to introduce new Airbase "Spendlightenment" brand positioning ### Avast :30 TV This is the :30 brand spot that ran in conjunction with display, socials, outdoor, tradeshow and other marketing tactics TheorySF developed. This effort became their most successful in history. ### Avast Brand Campaign New campaign that drove 7X category metrics! ### NASDAQ IPO Brand Marketing Support Backblaze was about to go public on NASDAQ and needed a full brand campaign to excite Wall Street and it's prospects. TheorySF developed a full brand campaign in video, outdoor, display and social advertising. The example above is the Time Square takeover that included time synched and coordinated billboards as well as a 30 second brand TV spot on the NASDAQ big board. ### Holonis Brand campaign creative Holonis, a venture-backed internet technology company needed a brand campaign to position their product to investors as well as users. Prior to TheorySF's work, the company was not getting the investor interest they deserved. After TheorySF developed a strong brand campaign and rewrote their investor pitch, Holonis became fully funded on their very next investor presentation. Great branding can do that! ### Cannabis Branding and Packaging Liberty Health Sciences, a publically traded cannabis company, approached TheorySF to deveop 2 brands from scratch. One for THC. And one for CBD. We developed the UVOYA brand (which is short for your voyage) as their cannabis really taks its users for a ride. a far out ride. In fact, so far out that you might see earth from there. This is one example of the instore packaging. ### New brand in the extended auto warranty space We named and developed the brand and creative for this beautiful new brand in the extended auto warranty category. Keep your eyes peeled for the launch. ### Outdoor Billboards Our outdoor boards build awareness of the activities and unmatched beauty of the area ### How to Mendo Videos We developed an integrated set of 10 videos that teach our guests How to Mendocino. Our on camera talent is an up and coming stand up comic mom that really struck a chord with our audiences.  ### website We developed a beautiful site that helps visitors dream and visit! ### Outdoor Billboards Our outdoor boards build awareness of the activities and unmatched beauty of the area ### Project with GooglePlay Project with GooglePlay ### Project with Xbox Project with Xbox ### Clutch Awards - [Clutch Award Badge](https://shareables-prod-static.clutch.co/badges/top_clutch.co_advertising_company_san_francisco_2026.svg) - [Clutch Award Badge](https://shareables-prod-static.clutch.co/badges/top_clutch.co_creative_agency_san_francisco_2026.svg) ### Industry Recognitions - Best 15 Advertising Agencies - Top Creative Services Company - Creative Services Market Research Report 2022 - TheorySF Takes Backblaze Public - TheorySF Wins Destination Paso Robles Brand - TheorySF wins Cannabis brands - TheorySF Wins Airbase ## Key Clients - NetGear ## Packages ## About the Team ### Our Story We’ve built brands inside Google, Apple, Xbox, PlayStation, AT&T, DirecTV, LVMH, and Sony—where average work dies fast. Now we bring that same standard to startups and challengers who refuse to blend in. Big-brand rigor. Startup speed. Work that doesn’t just show up—it gets chosen. ## Verification Clutch verification provides an additional layer of data to help you make the right purchasing decision of business services. - Verified Client Reviews: 25 - Overall Review Rating: 4.9 Last Updated: 2026-05-17T09:26:47Z ### Business Entity - Business Entity Name: Theory SF, LLC - Source: California Secretary of State - Jurisdiction of Formation: California - Date of Formation: January 16, 2015 - Status: Active - Last Updated: March 4, 2025 - ID: 201502010037 ### Credit Report Results - International Credit Risk Assessment: Low Risk - Source: Creditsafe - Last Updated: March 4, 2025 ## Locations (1) ### San Francisco, CA (Headquarters) - 500 Montgomery Street - San Francisco, CA 94111 - United States - 6 - 9 employees - Phone: 4152358111 ## Contact Theory SF [Send a message](https://clutch.co/profile/theory-sf) ### Connect on Social - [LinkedIn](https://www.linkedin.com/in/russellquinan) - [Facebook](https://www.facebook.com/theorysf) - [X](https://twitter.com/theorysf1) - [Instagram](https://www.instagram.com/theorysf/?hl=en)