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Every big idea began as a theory

4.9
15 reviews
GOLD VERIFIED

Theory SF is creative agency founded with the belief that all brands have an eternal truth -a story to be told in a compelling and relevant way. From how the consumer is first approached by the brand identity to well-thought-out social executions to what the package looks like on the shelf. They all need to work in harmony to shape and form a lasting impression that demands a following.

The agency is led by two partners, although very little “leading” is actually needed here because the place is swimming with smart, ambitious, funny, hardworking, and extremely talented people. Because we’re still young, many folks we meet are a little surprised by the experience of our staff and the list of world-class brands we work with. This success may be attributed to our intense desire, from the day we launched, not to follow anyone’s prescribed rules or industry standards (an innovative, world-class creative agency can only stay that way by continually challenging the status quo).

That’s why it’s always difficult to answer the inevitable question that pops up during a courtship: “So who is Theory SF, and what do you do?” The truth is, we are different things to different people. Who we were a year ago is not who we are today. And who we are today will surely not be who we are a year from now.
We know it would be easier for everyone if we could fit into one of the traditional agency buckets (brand strategy, advertising, design, interactive, direct marketing, and so on), but there is nothing traditional about how we approach what we do. And these days, there is nothing traditional about how people connect with brands or consume information. That’s why our work, inevitably, goes much deeper than anyone discipline. It falls somewhere within the complex interplay that occurs between a product and a brand, between a brand and a consumer, and between a consumer and a culture.

READ MORE...
 
$25,000+
 
$150 - $199 / hr
 
2 - 9
 Founded
2015
Show all +
San Francisco, CA
headquarters
  • 500 Montgomery St
    San Francisco , CA 94111
    United States
    4152358111

Portfolio

Key clients: 

NetGear, Riverbed Technology, Sage Software, Holonis, Usurance, Forevercar.com, Avast Internet Security, HMA,  SF Museum of Modern Art, Forge, Spark and a few others.

New brand in the extended auto warranty space Image

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.

New brand for tech startup Image

New brand for tech startup

We developed a new brand for a revolutionary internet platform built for content creators. The USP? By using Holonis, your content will be found.

Outdoor Billboards Image

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 Image

website

We developed a beautiful site that helps visitors dream and visit!

New global brand campaign Image

New global brand campaign

TheorySF developed a new look/feel and brand campaign for a global internet security company,

Outdoor Billboards Image

Outdoor Billboards

Our outdoor boards build awareness of the activities and unmatched beauty of the area

Reviews

4.9
15 reviews
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Multifaceted Brand Campaign of Global Cybersecurity Co

"Theory works as if it’s their own business that they’re trying to affect."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
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.

The Reviewer
 
1,001-5,000 employees
 
Redwood City, California
Nancy Nunziati
VP of Brand, Avast
 
Verified
The Review
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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    Their responsiveness, creativity, and perseverance led to a great engagement.
  • 5.0 NPS
    Willing to refer

Brand Awareness Animation & Creative Assets for Local County

"It was an excellent experience working with Theory SF!"

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Less than $10,000
 
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.

The Reviewer
 
1-10 Employees
 
Ukiah, California
Alison de Grassi
Director of Marketing, Destination Marketing Org.
 
Verified
The Review
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.

The client submitted this review online.

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.

5.0
Overall Score A+
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Meetings were a breeze. They were always willing to come up and meet with us.
  • 4.0 Cost
    Value / within estimates
    Pricey but worth it.
  • 5.0 Quality
    Service & deliverables
    It was an excellent experience working with Theory SF!
  • 5.0 NPS
    Willing to refer
    Have already recommended them and will continue to do so.

Branding & Messaging for a Cybersecurity Firm

"TheorySF brought a creative energy and a curious nature to our marketing needs..."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
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. 

The Reviewer
 
1,001-5,000 Employees
 
Virginina Beach, Virginia
Elise Barron Marrs, M.Ed.
Director, Institute for Cybersecurity - Regent University
 
Verified
The Review
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. 

The client submitted this review online.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.5 Cost
    Value / within estimates
    All marketing work is expensive if you
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Print Advertisement for Regional Wine Alliance

"They created fun ideas on a very short timeline." 

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5.0

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
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.

The Reviewer
 
1-10 Employees
 
Paso Robles, California
Joel Peterson
Executive Director, Paso Robles Wine Country Alliance
 
Verified
The Review
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.  

The client submitted this review online.

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.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Market Research Report for Pharma Company

“I appreciated their intelligence and experience in research and design the most.”

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5.0

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Dec. 2018 - Jan. 2019
Project summary: 

TheorySF provided market research for a particular industry, creating a final document about 60 pages in length. 

The Reviewer
 
1,001-5,000 Employees
 
West Hills, California
Sharon Gury
Consumer Insights Contractor, Pharma Company
 
Verified
The Review
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. 

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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. 

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Marketing Campaign for Cybersecurity Company

“They’re creative, accessible, and always ready to support us.”

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5.0

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Sept. 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.

The Reviewer
 
1,001-5,000 Employees
 
Prague, Czech Republic
VP of Marketing, Cybersecurity Company
 
Verified
The Review
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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding Strategy for Publicly Traded Cannabis Company

“They’re a full-service agency that can work within any industry.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
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.

The Reviewer
 
100-500 Employees
 
Florida
VP Marketing, Publicly Traded Cannabis Company
 
Verified
The Review
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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Logo and Branding for Architectural and Interior Design firm

“Branding and design can be a hard thing to get right, but they did a great job.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
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.

The Reviewer
 
10-50 Employees
 
San Francisco, California
Andrew Wilson
Chief Financial Officer, FORGE SF
 
Verified
The Review
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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding for Recruitment Company

"They have been as communicative and available as we could have asked for."

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5.0

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
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.

The Reviewer
 
1-10 Employees
 
United Kingdom
Georgette Kenney
Partner, Spark Search
 
Verified
The Review
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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Video and Marketing Collateral for Accounting Firm

"They homed in on the underlying ideas and brought them to life." 

See More

5.0

Quality: 
5.0
Schedule: 
4.5
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
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.  

The Reviewer
 
10,000+ Employees
 
Atlanta, Georgia
Brian Bauer
Strategic Brand Planning Manager, Sage
 
Verified
The Review
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.

The client submitted this review online.

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.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 4.5 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
Verification

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GOLD VERIFIED
Business Entity
Business Entity Name
THEORY SF, LLC
Status
Active
Jurisdiction of Formation
California
Id
201502010037
Date of Formation
Jan 16, 2015
Source
California Secretary of State
Last updated
Feb 1, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Source
Experian
Full Business Credit Report
Last updated
Jul 22, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
15
OVERALL REVIEW RATING
4.9
Source
Clutch
LAST UPDATED
July 13, 2020