Airbase was the only player that managed three forms of corporate spend on one platform with real-time visibility, which is a critical difference from their competitors. To connect to tech decision makers, the approach was the voice of an enlightened guru with a Phd in accounting, and a new term was coined “Spendlightenment” to capture this heightened state of financial awareness that only Airbase delivers. With a multi-front campaign covering video, print, outdoor, display, and social to promote the benefits of Airbase, the campaign increased Airbase’s sales by 15% in the first six months and continues to grow.

The entire global market for security products is shrinking even though usage occasions are increasing given the Internet of Things. Based on our research we learned that prospects are tired of being told to be scared. While the threats are real, it turns out that prospects tend to wait to download these products unless a significant fire is lit under them. And that fire is a direct attack on themselves or an attack on a friend or family member. As a result, the client wanted to get ahead of the issues and activate a campaign that doesn’t tell prospects to be scared, rather, live their best connected life using Avast online security products.

The campaign included, Facebook creative, Instagram, Commercials, tradeshow booth, tradeshow videos, and almost 1000 banners banners of various shapes, sizes and technologies.

A once-in-a-lifetime dream assignment, working directly with Jordan creative director, Mark Smith, and team up at Nike. The project was to create a fresh and relevant story to rebrand Jordan and connect the brand to a younger generation of consumers globally (i.e. China). The result was a robust toolbox labeled “Bloodline” linking “The Man to the Brand” and provided Jordan with a strategic master plan to drive the story across all media platforms.

In a year confined and defined by the coronavirus pandemic, Americans turned to cannabis in record numbers. Liberty Health Sciences engaged TSF to design a brand from the ground control up, including strategy, naming, branding, digital to packaging. The ask was for the brand to take people on a much-needed journey that did not require leaving the house. Thus, Uvoya (your journey) was inspired and crafted by space travel and exploration. From strategy to naming to branding and packaging, we built an entire toolbox that enabled the brand to have liftoff in an increasingly crowded space. When the brand was released to Wall Street, Liberty Health Sciences stock jumped 10% in one day.

Holonis, is an online platform that combines all of your social channels into one powerful online presence that gives your own unique story and opportunity to be reached by a broader, deeper audience. Holonis is the world’s most advanced and user-friendly publishing platform that allows ideas and dreams, on any network, world-wide to take flight. Now, you have all the tools needed to succeed, to punch through, and be found.

Worked closely with an international

investment group to create a new online

travel platform aimed at engaging with

adventure-hungry Millenials. From naming,

crafting the brand identity and website to

a global advertising campaign

“Travel Enlightened” that included print,

digital and social.

The name “Janbala” is derived from the

Hindu “God of Wealth” and focuses on

real moments, deeper connections, and

“traveling like a local”. To further promote

this concept, we architected the brand to

channel some profit back to various regions

of the world that needs help. Essentially,

when you purchase from janbala.com, your

getting travel plus a donation for the same

price as others charge for tickets alone and

putting your money where your heart is.

After 30 years, the California Milk Advisory Board decided that it was time to give the brand a facelift and fold it into the much-loved and very successful “Happy Cows Come from California” campaign. The 30-year-old logo needed a refresh, and the new mark needed to convey a retro-fresh vibe that was easy to read legible at any size, and felt connected to the sunny, happy heart of the brand.

Creating a name and branding for a large insurance company could seem daunting, but it came together quite nicely for the Theory SF team. From the logo to a launch campaign, we developed a brand that could be trusted to cover everything that moves on 2 or 4 wheels. The results gave the brand instant engagement and crafted a relevant story for a newcomer in an already crowded arena.

Mendocino County is a wondrous land that is known for its wine, waves, and weed. It is not a quick trip up the 101, but rather a sojourn that stirs the inner adventurer and beckons for a closer (and longer) look. The Mendocino key tag is a nostalgic icon that whispers “stay awhile” and visually communicates “real California unplugged” that requires more than a day trip to take it all in.

Series of humorous videos communicating the core message that Crystal Geyser is the only bottled spring water captured right at the mountain source.

Developed brand identity, packaging and all consumer touchpoints for a delicious raw bar upstart. Since there is nothing added to the product, it made perfect sense to put exactly what's in it on the front of the package. The result? Skyrocketing sales and a fervent following buying them by the bushel.

Approached by Paul Hibler and David Sandfield in Los Angeles, I created the entire Pitfire visual experience with the ask that it evoke a vibe somewhere between a local SoCal skate shop and cultish record store that also happens to serve the best pizza in town. 

A selection of identity projects