Theory SF

BACKGROUND

Introduce your business and what you do there.

I’m a director at strategy and brand management at Dot Tech, a domain name extension designed for tech professionals and startups seeking a modern, innovative online identity in the technology sector.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Theory SF to accomplish for your brand strategy?

We hired Theory SF to launch a brand campaign for .tech domains to cement our position as the go-to domain extension for tech startups.

SOLUTION

What was the scope of their involvement?

Theory SF handled our campaign's positioning, creative concept, and planning. They delivered a campaign positioning document along with the creative concept and hook from which the entire campaign's go-to-market strategy flowed.

What is the team composition?

We worked with 2–5 teammates from Theory SF.

How did you come to work with Theory SF?

We found them through Clutch. We chose them because they were a great culture fit and their company values aligned with ours.

What is the status of this engagement?

We worked together from April 2026–October 2027.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our campaign is still in motion. However, the early signals have been very promising, and the feedback we've received from partners and the target segment has been super positive. We've seen an increase in partner interest and digital engagement.

How did Theory SF perform from a project management standpoint?

We had a few delays, but that was part of the process. However, Theory SF was always on top of things, and our communication line was always open. We met in person and virtually.

What did you find most impressive about them?

Theory SF was very receptive to feedback and displayed a lot of skin in the game and ownership of our brand. The team went above and beyond to ensure our brand's success. They truly became part of our team and thought about what was best for our brand. They were very collaborative and had no shortage of ideas.

Are there any areas they could improve?

They could have aligned better on timelines and deliverables.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of XTRA BOLD AI, an agency that helps brands turn ideas into finished films, TV spots, and branded content using the right mix of AI, live action, VFX, music, and post-production.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Theory SF to accomplish for XTRA BOLD AI?

We hired Theory SF to understand how to bring the right creative partners together and give them room to do their best work.

SOLUTION

What was the scope of their involvement?

We worked as a creative production partner to Theory SF, helping turn their ideas, concepts, and scripts into finished films and TV spots. We brought together AI filming, live action production, VFX, music, and post-production, choosing the right combination for the idea, the brand, and the budget.
Depending on the project, Theory SF brought us a script, and we took it from storyboards through final delivery. Alternatively, we worked alongside their creative team earlier in the process to help develop the concept and figure out how AI could open up possibilities that would be difficult, expensive, or impossible with traditional production alone.

What is the team composition?

We worked with 2–5 teammates from Theory SF.

How did you come to work with Theory SF?

We found them through a referral and chose them because of their high ratings.

What is the status of this engagement?

We worked together from August–September 2026.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The biggest measure of success was the quality of the work and the continued relationship. Together, we developed ambitious creative concepts into finished video and TV content while using AI to expand production possibilities, accelerate development, and make budgets work harder. Just as important, the collaboration led to additional projects, which was probably the best measure of a successful agency partnership.
AI gave us the ability to move from concept to storyboard and production much faster than a traditional process alone. It also allowed us to explore more visual directions early, make changes without rebuilding entire shoots, and create shots that would have required significantly larger production budgets using traditional methods.
For Theory SF, that meant more creative flexibility, faster iteration, and the ability to put more of the budget on screen. The strongest result was that we could protect the original idea while finding smarter ways to produce it. In several cases, AI allowed us to create environments, transitions, and visual effects that would otherwise have required additional locations, crews, or extensive post-production.
Based on our experience, we estimated that our AI-assisted production process could reduce certain phases of production by 30%–50% compared with traditional methods, with comparable savings in areas such as pre-production, locations, VFX, and post-production.
On the right project, work that might traditionally take several weeks could be developed and produced in days. The bigger advantage was that those efficiencies allowed us to explore more ideas, make more revisions, and put more production value on screen without increasing the budget.

How did Theory SF perform from a project management standpoint?

They were extremely well-organized and easy to work with. Expectations, timelines, and creative direction were clear from the beginning, and communication stayed strong throughout the project. They made decisions quickly, kept everyone aligned, and gave their creative partners what they needed to do great work.
Projects stayed on schedule, and when things inevitably changed during production, the team was responsive, collaborative, and focused on finding the best solution without losing momentum.

What did you find most impressive about them?

Working with Chip (Founder & Chief Creative Officer) was a major attraction for us. He was one of the most respected creative leaders in the business, and there was a reason for that reputation. He had exceptional instincts, great taste, and an ability to recognize a strong idea and make it better without overworking it.
What impressed us most was how collaborative and open he was to exploring new ways of making things, particularly with AI. That combination of experience, creative confidence, and curiosity was rare. The entire Theory SF team operated at a very high level, but getting the opportunity to work directly with Chip was something special.

Are there any areas they could improve?

Nothing comes to mind. The experience was collaborative, smart, and creatively rewarding from beginning to end. Our only request was that they work with us again; we’d jump at the opportunity.

BACKGROUND

Please describe your company and position.

I am the Creative Director of Backblaze

Describe 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 Campaign
• Build brand awareness

SOLUTION

How did you find Theory SF?

Referral

Why did you select Theory SF over others?

• High ratings
• Good value for cost
• Referred to me
• Speed to market

How many teammates from Theory SF were assigned to this project?

2-5 Employees

Describe 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 Strategy
  Positioning strategy, creative brief, and brand messaging framework
• Creative Concepts
  3 campaign platforms with manifestos, taglines, scripts, and sample creative
• Video
  1x 30-sec anthem video + :15 cutdown
• Display Ads
  54 HTML5 animated banners across 3 concepts and 9 sizes
• Visual Identity
  Moodboards, logo treatments, video end cards, and style references
• Campaign Launch Assets
  Copywriting, 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 Meeting

What 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.

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. 

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. 

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.

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.

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.

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.