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Every big idea began as a theory

4.9
12 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 herebecause the place is swimming with smart, ambitious, funny, hardworking, and extremelytalented 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 agencybuckets (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 any one 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

Portfolio

Key clients: 

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

Reviews

4.9
12 reviews
Sort by

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.  

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. 

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.

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.

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.

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.

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." 

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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.

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

Branding and Web Design for Radio Station

"Our new brand and website created a positive culture that our team could rally behind."

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4.5

Quality: 
5.0
Schedule: 
4.5
Cost: 
3.5
Willing to refer: 
4.5
The Project
 
$50,000 to $199,999
 
Nov. 2016 - May 2017
Project summary: 

Theory SF redesigned a website as part of a larger rebranding project. The team used market research to provide a variety of options for the new image. They also helped advertised the updated look.

The Reviewer
 
51-200 Employees
 
Alameda, California
Program Director, Radio Station
 
Verified
The Review
Feedback summary: 

The designs generated positive feedback from partners and the target audience. Throughout the engagement, Theory SF was always available and professional. Their team had deep expertise and a personable approach to the partnership.

BACKGROUND

Please describe your company and your position there.

I’m the director of programming for a radio station that airs Christian programs across the United States.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Theory SF?

We needed services for branding and web design.

What were your goals for this project?

We wanted a refreshed brand and clean new website.

SOLUTION

How did you select this vendor?

One of our vendors highly recommended them.

Describe the scope of their work in detail.

We had several deep dive meetings for them to understand our business, mission, and how we wanted to reach our goals. They did market research on our competitors and audience, which then informed our collaborative decision-making process. They provided multiple options for branding with opportunities for revision. Once our executive team chose the new brand, Theory SF helped us advertise and implement the changes.

What was the team composition?

We worked directly with Theory SF’s top executives. They visited our offices on a weekly basis.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our new brand and website created a positive culture that our team could rally behind. The designs not only appealed to our audience, but also helped build stronger professional relationships.

How effective was the workflow between your team and theirs?

We enjoyed Theory SF as a partner because they were always available via phone. The team documented tasks after each weekly meeting.

What did you find most impressive about this company?

They’re highly professional, but also down-to-earth people that feel like part of our team. The team’s industry knowledge is incredible and they’re not afraid to think outside the box.

Are there any areas for improvement?

We were slow and they were patient with us, but Theory SF could’ve pushed us more.

4.5
Overall Score They were a wonderful team to work with.
  • 4.5 Scheduling
    ON TIME / DEADLINES
    Their top executives were busy, but always made time for in-person meetings.
  • 3.5 Cost
    Value / within estimates
    They were more expensive than smaller firms, but the superior product was worth the investment.
  • 5.0 Quality
    Service & deliverables
    Both the brand and website are quality and beautiful.
  • 4.5 NPS
    Willing to refer
    We highly recommend them.

Total Brand Development for Online Travel Agency

"Their communication skills, high level of intelligence, collaborative nature, and final outputs all stood out to us."

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4.5

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.5
The Project
 
$50,000 to $199,999
 
June 2016 - Feb. 2017
Project summary: 

Theory SF developed an entire brand portfolio from scratch, based on industry and audience research. There wide-ranging work included multiple audits, as well as a landing page and brand story and messaging.

The Reviewer
 
11-50 Employees
 
San Francisco, California
Anthony Volpe
Chief Marketing Officer, Travana, Inc.
 
Verified
The Review
Feedback summary: 

Their work received positive industry reviews and was praised for its polished, easily understandable style. Theory SF communicated well and brought impressive intelligence to the table. Their collaborative work style and dedication to deadlines made for a beneficial partnership.

BACKGROUND

Please describe your company and your position there.

I was the CMO at Travana, Inc., which was an online travel agency (OTA).

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Theory SF?

We needed everything built from, starting with brand development, which included development of a brand story, brand strategy, identity (naming, voice, benefits, iconography, typography, color palettes), and brand style guide.

What were your goals for this project?

We wanted to form the groundwork for all the brand-related work that would be done in the company, from that point forward.

SOLUTION

How did you select this vendor?

Our CEO, COO, and I found and interviewed several San Francisco-based agencies, got quotes and presentations from them, and then selected Theory SF.

Describe the scope of their work in detail.

They provided a full suite of services, from industry research, stakeholder interviews, and an executive brand workshop, to message, brand story and identity, and landing page development. Further, they provided insight into our audience, social and traditional media opportunities, and competing brands.

What was the team composition?

We worked with their Chief Strategy Officer, Chief Creative Officer, Director of Marketing, and Director of Content.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our business and e-commerce website launched to positive industry reviews and critical acclaim surrounding its messaging, creative, and clean appearance.

How effective was the workflow between your team and theirs?

Their Chief Strategy Officer, and their Creative Director were star performers throughout the collaboration between our two teams, providing solid communication throughout and always handing over deliverables on time.

What did you find most impressive about this company?

Their communication skills, high level of intelligence, collaborative nature, and final outputs all stood out to us.

Are there any areas for improvement?

There's always room for improvement in any organization. I look forward to working with them again.

4.5
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
    High for my liking, especially for the stage we were in (as we were a start-up), but fairly standard for this type of agency in SF.
  • 4.5 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer

Rebrand for Architectural and Interior Design Firm

“They went above and beyond in helping us.”

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5.0

Quality: 
5.0
Schedule: 
4.0
Cost: 
5.0
Willing to refer: 
4.5
The Project
 
$10,000 to $49,999
 
Sept. 2015 - Mar. 2017
Project summary: 

TheorySF led a client-focused strategy and creative development of a new brand for an architecture and interior design firm. They helped develop the firm’s new name, logo, graphics, and language.

The Reviewer
 
11-50 Employees
 
San Francisco, California
Vanessa Pelletier
Brand Manager, Forge
 
Verified
The Review
Feedback summary: 

TheorySF’s work increased the firm’s prominence, especially online, bringing increases in traffic to their web and social media sites. The increased attention resulted in increased revenue. The team delivered a custom-tailored, high-quality collaboration. Their facilitation simplified the process.

BACKGROUND

Introduce your business and what you do there.

I’m the brand manager for Forge, which provides architecture and interior design.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with TheorySF?

We wanted to completely rebrand our firm and create a new corporate identity for growth.

SOLUTION

What was the scope of their involvement?

We hired TheorySF to lead us in the strategy and creative development of our new brand. We worked with them to conduct a perception survey at the onset of the project. With that, we developed a client-centered strategy for our rebrand that involved key clients all the way through. They were central to that process. They led the creative development of the name, logo, and graphics.

They also helped us design a voice beyond the creative, which was essential in communicating with the rest of our team internally what the brand is and how they could be a part of it.

What is the team composition?

We worked primarily with their creative director and partner/chief strategy officer.

How did you come to work with Theory SF?

They had a relationship with the owner of the firm. He liked them a lot.

How much have you invested with them?

The rebrand cost roughly $40,000 in hard costs.

What is the status of this engagement?

We started working together in September 2015 and we launched our new brand in March 2017.

RESULTS & FEEDBACK

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

They did a stellar, fantastic job. All our expectations were exceeded.

Since the rebrand, we were named one of the fastest-growing, private companies  by San Francisco Business Times. We’ve increased our revenue and our website traffic has increased since the rebrand. Our social media presence and engagement has increased significantly as well.

We won a marketing communications award for corporate identity and rebrand through the Society for Marketing Professional Services (SPMS) organization. We’ll be accepting that award in August.

How did Theory SF perform from a project management standpoint?

They’re responsive. They had a desk at our office and spent time there. We had access to them, and they were very visible throughout the process. We weren’t their only client, but we felt we were a priority to them in terms of their level of attention and responsiveness.

They were fantastic at guiding us toward making decisions quickly. A complete rebrand and new identity could be extremely difficult decisions, but they were great at how and when they presented things to us. They guided us through that decision-making process so that we could move forward and choose something that we felt good about.

What did you find most impressive about them?

They have a very personalized level of service. They didn’t feel like external consultants; they felt like internal collaborators and partners in the company. They worked hard to understand who we are and what our needs were. They guided us and made it easier for us to make hard decisions because they understood us so well.

They’ve been a great resource and a great partner to us. They’ve gone beyond the general consultant or agency role. It was a collaboration. They care about what they do. They have excellent quality and knowledge. They’re top-of-the-line, talented people. They went above and beyond in helping us.

Are there any areas they could improve?

After the deliverables were complete, service started to slip. They had other clients, and our project went long. As a result, I had to do more follow-up than I had originally anticipated. They could've been more proactive int he way that they handed off the final materials.

Do you have any advice for potential customers?

Make sure that you agree ahead of time what your deliverables are and what the specific scope is. Be prepared to manage them because they're creative people. You may need to take the initiative to reach out and create a schedule to hold them to.

5.0
Overall Score We won a marketing communications award for corporate identity and rebrand through the Society for Marketing Professional Services organization.
  • 4.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer
Verification

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Verification Level
Gold
VERIFIED
Business Entity
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
Feb 1, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
12
OVERALL REVIEW RATING
4.9
Source
Clutch
LAST UPDATED
May 10, 2019