Theory SF is creative brand 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 and a team of 10, 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.
Min project size
$25,000+
Hourly rate
$150 - $199 / hr
Employees
2 - 9
Locations
San Francisco, CA
Year founded
Founded 2015
Languages
Timezones
1 Language that we service
English
1 Timezone that we service
PST
Pacific Standard Time (PST)
1 Locations
San Francisco , CA
No have been added yet...
Pricing Snapshot
Min. project size
$25,000+
Avg. hourly rate
$150 - $199
/hr
Rating for cost
4.6
/5
What Clients Have Said
Theory SF's project costs range from $7,000 to $300,000, with a focus on high-quality branding and marketing services. Clients appreciate their value for money, though some suggest they could offer more cost-effective options for startups. Overall, they deliver strong results and maintain effective communication.
Theory SF’s thorough market research and strategic insights have been crucial in helping clients understand their competitive landscape and target audience, leading to more informed branding and marketing decisions.
Passionate and Enthusiastic Team
Clients frequently mentioned the enthusiasm and passion of Theory SF’s team. This positive attitude was seen as a major contributor to the success of their projects and the overall client experience.
Creative and Innovative Solutions
Clients consistently highlighted Theory SF's creativity and innovation in their projects. Their ability to turn mundane products into engaging and eye-catching brands was frequently praised.
Successful Project Management
Many clients noted that Theory SF was efficient in project management, delivering projects on time and within budget. Their responsiveness and clear communication contributed to smooth collaborations.
Strong Strategic and Creative Leadership
The involvement of senior leadership in projects was highly valued by clients. Working directly with experienced principals ensured high-quality outputs and effective strategic guidance.
Challenges with Project Management
While generally praised, some clients noted areas for improvement in project management, particularly in handling detailed specifications and providing firm delivery dates. These issues were usually addressed and rectified.
"Their communication skills, high level of intelligence, collaborative nature, and final outputs all stood out to us."
Jun 16, 2018
Chief Marketing Officer, Travana, Inc.
Anthony Volpe
Hospitality & leisure
San Francisco, California
11-50 Employees
Online Review
Verified
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.
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.
The client submitted this review online.
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.
RATINGS
4.5
Quality
4.5
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
4.0
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."
Willing to Refer
4.5
NPS
Rebrand for Architectural and Interior Design Firm
Branding
$10,000 to $49,999
Sep. 2015 - Mar. 2017
5.0
Quality
5.0
Schedule
4.0
Cost
5.0
Willing to Refer
4.5
“They went above and beyond in helping us.”
Jun 8, 2018
Brand Manager, Forge
Vanessa Pelletier
Other Industry
San Francisco, California
11-50 Employees
Phone Interview
Verified
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.
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.
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 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.
RATINGS
5.0
"We won a marketing communications award for corporate identity and rebrand through the Society for Marketing Professional Services organization."
Quality
5.0
Service & Deliverables
Schedule
4.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
4.5
NPS
Branding and Marketing Strategy for Educational Nonprofit
Digital Strategy
$10,000 to $49,999
Feb. 2017 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
“SF Theory produces top-quality, out-of-the-box designs—we're very happy with them across the board.”
May 23, 2018
Executive Director, Solar Living Institute
Anonymous
Education
Hopland, California
51-200 Employees
Phone Interview
Verified
SF Theory is leading a complete rebranding and marketing strategy for the company, providing designs for a new name, logo, tagline, and signage.
SF Theory continues to be a great partner to collaborate with, providing high quality rebranding materials. Understanding, attentive, and good-humored, their proactive approach to projects sets them apart. They ensure team members are happy and comfortable as they evolve the brand.
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 director at the Solar Living Institute, a 12-acre campus that provides eco-lodging, workshops, classes, and events.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with SF Theory?
After about 40 years of business, we decided it was time to refresh our brand, so we were looking for a vendor to help with the rebranding and a marketing strategy.
SOLUTION
What was the scope of their involvement?
Initially, SF Theory completed some fact-finding surveys on our target audience. Then, they redesigned our name, logo, and tagline. They're now starting to help design and produce signage, including roadside billboards and other collateral.
What is the team composition?
We primarily work with Russell (Co-founder and Chief Strategy Officer, SF Theory), as well as Chip (Co-founder and Chief Creative Officer) when it comes to designs.
How did you come to work with SF Theory?
One of our county tourism agencies had worked with them on their initial strategy and I sat in on that session a while back. When it came time to do this project, I recalled that experience and how well SF Theory managed that job. I liked that they asked good questions and were attentive to deadlines.
How much have you invested with them?
We've invested between $10,000–$15,000 thus far, but I believe our full contract is for $25,000.
What is the status of this engagement?
We started working with them in February 2018 and the work is ongoing.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
SF Theory produces top-quality, out-of-the-box designs—we're very happy with them across the board. Their team has also been great about working closely with our owner, ensuring that he's both happy and comfortable as we make changes to a brand he's become accustomed to for many years.
How did SF Theory perform from a project management standpoint?
They're good at staying on task and on budget, navigating the nuances of working with our team from both a highly creative and professional level. Russell and Chip complement each other well; their team is carefully choreographed. They deliver on their promises, while maintaining a consistent standard of excellence and professionalism.
What did you find most impressive about them?
I appreciate their balance of professionalism with their great sense of humor. When you're getting deep into the work, that goes a long way. They've lit up the room on many occasions and I think we've been able to accomplish more as a result of their attitude.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Branding Project For Tourism Organization
Branding
$200,000 to $999,999
Feb. 2017 - Ongoing
5.0
Quality
5.0
Schedule
5.0
Cost
5.0
Willing to Refer
5.0
"We are not a big client but we get the full measure of their passion."
Jan 22, 2018
Executive Director, Visit Mendocino County
Alan Humason
Hospitality & leisure
Fort Bragg, California
1-10 Employees
Online Review
Verified
Theory SF used complex data to craft brand identity and messaging. They designed a website, developed marketing materials, and conducted market testing.
Although the website redesign was not complete, the new marketing platform had generated considerable interest and conversions. Theory SF impressed with their proactive approach and graciously collaborative attitude. Their enthusiasm for the project was obvious.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
Visit Mendocino County is a leading Destination Marketing Organization (DMO), promoting tourism to this North Coast county and its various communities. As Executive Director, I manage the day-to-day operations of the business and direct the overall course of the organization.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Theory SF?
We asked TSF to undertake a market study and subsequent creative development to help determine and secure our best future positioning, brand identity, and messaging. We engaged them as a full-service marketing company, and collaborated with them to develop advertisements and marketing materials, redesign our website, and complete other tasks under the overall project umbrella.
What were your goals for this project?
Our goal was to find the most appropriate look, feel, and voice for making Mendocino a top-of-mind destination for travelers in our target markets. We also wanted to drive conversions by generating keen interest in our destination.
SOLUTION
How did you select this vendor?
We issued a detailed RFP to several potential vendors, then selected TSF for presentations and interviews along with three others. In the end, they won the job.
Describe the scope of their work in detail.
The TSF team spent considerable time in Mendocino County talking with staff, board members, stakeholders, businesspeople, and actual visitors, while compiling information, gauging impressions, and analyzing available data. They completed intercepts outside of the county, measuring of our level of awareness beyond our borders.
They offered suggestions for taglines and marketing platforms. Once these had been narrowed, they conducted in-market testing to make final, data-based recommendations. They developed creative concepts, received collaborative input, and determined a final direction for the company.
What was the team composition?
The team consisted of TSF members, senior staff at VMC, input from the VMC Marketing Committee, and ultimately the Board of Directors.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
It's a little too soon to tell. The website is being redesigned and should be ready for launch in late March. However, other work tangential to the project has been excellent. A current promotional campaign is generating great impressions, click-through rates, and conversions. We couldn't be happier.
How effective was the workflow between your team and theirs?
The dialogue has been dynamic, free-flowing, and frequent, with emails, phone calls, and numerous personal meetings. We have developed a great mutual respect and appreciation.
What did you find most impressive about this company?
Their intelligence, resourcefulness, elan, and enthusiasm for the work and for the destination. We are not a big client but we get the full measure of their passion and creativity, and that means a lot to us.
Are there any areas for improvement?
I can't think of any.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
5.0
Value / within estimates
Willing to Refer
5.0
NPS
Market Research for IT Solutions Company
Market Research
$50,000 to $199,999
Mar. - Sep. 2021
5.0
Quality
5.0
Schedule
5.0
Cost
4.5
Willing to Refer
5.0
"They exceeded my expectations most of the time."
Sep 3, 2021
Director, Cannabis Club Systems
Ahab Thornhill
Advertising & marketing
Madrid, Spain
1-10 Employees
Online Review
An IT solutions company that caters to cannabis clubs was looking to extend their business in the US, so they hired Theory SF to study the market for them.
Thanks to Theory SF's thorough research, the client was able to adjust their branding and strategies. The team communicated clearly and frequently, providing updates and feedback. They were also quick to address requests and had an in-depth understanding of the target market.
The client submitted this review online.
BACKGROUND
Please describe your company and your position there.
I am the co-founder and Director in the company
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Theory SF?
We wanted to extend our current business to the US. We needed to study the market and prepare for a launch.
SOLUTION
How did you select this vendor?
I used Clutch and checked there website. based on reviews and expertise we chose Thoery SF
Describe the scope of their work in detail.
We started with market research. They did both qualitive and quantitive rsesearch for us and helped us make some critical changes in our brand and strategy.
What was the team composition?
We spoke mainly to Russel and Chip who were great. Behind them them there is a creative team.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
The feedback we have had from our internal surveys have indicated great satisfaction with the new logo and brand. Its still too early to see the real results as we will launch later this month.
How effective was the workflow between your team and theirs?
Great! communication was always easy and clear. They respond to your requests rapidly.
What did you find most impressive about this company?
For me personally the logo and final ad platfrom they created for us showed that they really listened to us they really understood our market and gave something that we were super proud of. Apart from that they really made the whole experince fun for us
Is there any area for improvement or anything that could have been done differently?
Not really. They exceeded my expectations most of the time.
RATINGS
5.0
Quality
5.0
Service & Deliverables
Schedule
5.0
On time / deadlines
Cost
4.5
Value / within estimates
Willing to Refer
5.0
NPS
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