Theory SF

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.

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.

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.

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.

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.

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.

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.

BACKGROUND

Introduce your business and what you do there.

I’m the owner of Nineli, a wellness supplement company for women in all stages of life (preconception, pregnancy, menopause, etc.).

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Theory SF to accomplish for Nineli?

We wanted to create a supplement brand for women that was different from what is offered in the US market today. We wanted a brand that valued women, understood them, and appreciated the work they do. We wanted a brand that brought peace of mind instead of more noise and information. We wanted a brand that wasn’t cold, clinical, childish, or sensual.
We wanted a Christian brand that wasn’t cheesy; a brand that valued life and cared for the next generations. We wanted a brand that assured women that it "it is good to be a woman", "it is good to be a mother". However, we weren’t finding a company that understood the above. We talked with agencies in the US and abroad (Israel, the Netherlands, England, and Brazil), but only Theory SF understood us.

SOLUTION

What was the scope of their involvement?

Theory SF has helped us design our brand from scratch. They’ve also crafted our positioning, produced videos, and built our website. Currently, they’re helping us sell.

What is the team composition?

We’ve worked with 6-10 people.

How did you come to work with Theory SF?

We found Theory SF through an online search. We chose them over other options because they were a great culture fit, their company values aligned with ours, and they understood our business and the value proposal of our brand and products.

What is the status of this engagement?

We started working together in April 2026, and the engagement is ongoing.

RESULTS & FEEDBACK

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

We’ve seen progress and success in our brand, videos, website, and sales.

How did Theory SF perform from a project management standpoint?

They deliver on time. We communicate through virtual meetings - and have of course, met in person.

What did you find most impressive about them?

Their openness, calmness to conduct the work, and simple, creative, and practical way to solve things are impressive. Moreover, Russell and Chip are extraordinary. They’ve embraced the project and have the ability to conduct the work in a calm and effortless environment.

Are there any areas they could improve?

There’s nothing they can improve on.

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.