We Help Brands & Businesses Gain a Competitive Advantage in the Connected World.

We are a Brand Strategy Design Consultancy.

We help businesses grow, build relationships, and build extraordinary products.

We are design strategists that have an open mind, engaging spirit, and use our technical expertise, collective experience and design strategy to create meaningful and compelling content for all mediums. We embrace new challenges with an open heart, a hunger to learn, and a passion for solving problems as a team.


Sean Sneed is an award winning designer, design strategist, founder and CEO of The Theory, LLC., where he oversees the creative and strategic direction of the company.


Eileen is a versatile Product Designer based in Oakland, CA with a focus on empathetic design and creating delightful experiences.


Ryan is one of the best story tellers through the lens of any camera he can get his hands on. Based in the heart of Silicon Valley, he's always looking to try the latest and greatest.


Wilma has over 10 years of experience as an in-house designer. An advocate of pixel-perfect, responsive, cross-browser compatible, and accessible designs.


It's ok to post something, share something, as a form of self-expression. Just for you. No reason. Letting go of feeling the need to be self validated in the forms of likes, comments, retweets, will give you the true happiness. Don't be afraid. Start somewhere, start now. Try.

TRY by TheTheory is a new brand initiative about encouraging others to start doing without judgement and fear. Empowering self confidence and trust. Block out all the noise around you. We are information rich and time poor. All that is left to do is to just Try.

Brand Strategy

Whether a company is evolving or new to the industry, we work with businesses and organizations of all sizes on their brand strategy to clarify their purpose, find their voice, understand their customers, and define their goals.


Positioning is the heart of a brand. It defines what a brand is, its benefits and competitive advantages, and what it means to the target market. In short, brand positioning establishes an emotional connection with your customers. It’s how you want your company to be perceived in their minds and among competitors.

User Profile

We apply our findings from customer segmentation to user profiles that represent a brand’s target markets, then map out scenarios in which those users might interact with a brand. Defining informed interactions helps us predict pain points and provides insight into functionality and user behavior.

Brand Attributes

Brand Attributes are characteristics that describe the intrinsic and extrinsic qualities of a brand. They reveal its personality, functionality, and physical traits through imagery, language, actions, and assumptions. Attributes are what allow us to identify brands.


Segmentation is a powerful tool for discovering customer needs and potential for growth. By examining the behaviors, motivations, and frustrations of specific groups within a target market, we can identify unfulfilled needs and turn them into competitive advantage.

julie kling

Rebranded Julie Kling's practice with an emphasis in particular on a new logo. The new logo incorporates finance, helping people, and connecting all the dots of the business.

With the rebrand, Julie's business has seen a growth of 70% in client acquisition in just a couple months.


We build brands that inspire. Branding is about expressing a company’s personality and values, building a comprehensive and consistent experience that resonates with customers and nurtures lasting relationships.

Identity System

We work collaboratively to create the most truthful, compelling, and beautiful image of your brand. Supported by diligent research and fearless iteration, we explore many possibilities before arriving at a comprehensive and versatile identity system.


Consistency drives the power and integrity of a brand. We bulletproof your brand by creating logo specifications and guidelines for typography, color, iconography, image style and usage, and more. This ensures that anyone can apply your brand assets correctly and consistently. We refer to this document as a style guide.


What do you want to say, and what’s the best way to say it? Language defines a brand as much as aesthetics, and we can work with you to develop the perfect verbal identity. From naming your company to articulating brand promise and positioning, we’re here to help pinpoint and amplify the most authentic voice for your brand.


We dug into the DJ J-Escoto brand, discovering that their customers valued the youthful energy that Justin brought to the table.

Combining that insight with an in-depth analysis of Phunkeechyld's potential customers, we developed a visual identity system for both brands that would offer an easy transition for customers moving between the two companies.


Navigating the connected world can be complicated. We help mediate the space between users and the information they need by building intuitive, user-centric interfaces that engage, delight, and communicate clearly on all devices.

Web Design

We carefully craft comprehensive digital experiences that function consistently and seamlessly across all browsers. From desktop screens to mobile phones and tablets, our websites scale and adapt smoothly to the ever-changing context of multi-device users and interactions.

Content Management

Modern companies are dynamic, and so is the information they distribute. We are experts at implementing content management systems like Wordpress, Webflow, which give businesses complete control over their content and the flexibility to access, update, and deploy it effortlessly.


Wire framing is the visual translation of content and structure in the framework of an interface, and prototyping is the act of testing specific interactions in that context. Together, they allow us to study the effectiveness of a website and make fast, iterative decisions that will guarantee maximum usability of the fully developed site.

Information Audit

We are devoted design strategists and believe that thoughtful information architecture lays the groundwork for an intuitive, efficient, and effective website. We perform a thorough audit of existing and anticipated content, which we use to map out the most logical and organized structure for your site.


Cyan, Magenta, Yellow, Black: the system of color printing that uses four colors of ink. With the launch of adding print design on packaging, we introduced TheTheory's Mark logo –– CMYK Edition.

We'll be creating a special limited collection in our store later this fall.

Strategy Led Design for Fast Moving Companies.

As design strategists, we bridge the gap between strategy conceived and strategy executed. We align the goals of your organization to the needs of your customers. Creating exceptional brand experiences that matter.

Let's Talk

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