Theory SF

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

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.

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.

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.

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.

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.