TheoryCo. is a design strategy agency serving industries that have direct impact on the built environment—architecture, real estate, engineering, urban planning, and cultural institutions.

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STRATEGY

» Design
» Positioning
» Content
» Research
» Social Media
» Campaign Design & Execution
» Client Presentations
» Public Relations

COMMUNICATIONS

» Newsletters & Email Campaigns
» Social Media

GRAPHIC DESIGN

» Layout
» Document Design
» Brand Identity & Guidelines
» Branded Materials
» Data Visualization

CONTENT

» Content Development
» Curation
» Copywriting & Editing
» Social Media

ARCHITECTURE

» Drawing Design
» Architectural Drafting

WHAT WE DO

Our work lies at the intersection of design, strategy, communications, brand awareness, marketing, culture, history, and theory. We help organizations clarify their intentions and develop effective communication strategies that cement their position within their market sectors, connect with their audience, and position them for growth.

WHAT WE BELIEVE

We believe good design is by nature a public activity and, from this point of view, we help organizations reconfigure the way in which their work exists in a larger context. We partner with organizations that share a design-oriented perspective. We take a historical approach, believing in the value of leveraging the past to help construct an organization’s future identity.

These approaches inform the vision for TheoryCo., a practice that places clarity of message and purpose at the center of all strategy.  

Experience. More than twelve years of experience in the architecture industry, the majority of which was focused on corporate marketing, communications, and business development, have provided a solid foundation. We have managed resources to ensure targets are met, developed effective marketing plans and processes, executed communication plans and analyzed their results, and achieved consistency in delivery and messaging. We have transferred these experiences to TheoryCo. and now offer them to clients in a variety of industries.

Design Focus. TheoryCo. has a design-oriented approach to marketing and communications, believing that good design is a public activity. We believe in the power of strong narratives and meaningful design choices, and how these facilitate communication and achieve results. 

Integrity & Quality. We believe in doing what we said we would do and doing it the best we can. We believe in honesty and transparency, with our clients and ourselves. We believe that clear timelines and communication help keep projects on track and clients happy. We want our clients to know what to expect from us, we want those expectations to be high, and we want to meet them. We provide the level of service we expect to receive from others. We hold ourselves accountable for each win and each loss.

Purpose Driven. We place clarity of message and purpose at the center of all strategy. We believe in transparency of intention and effective communication. We believe in planning ahead, “planning to fail vs failing to plan”, and reframing failure as a necessary step towards growth. We believe in strategies that are mindful of their impact on our environment.

SUSANA HOLGUIN-VERAS, ASSOC. AIA, LEED AP
PRINCIPAL

Prior to leading TheoryCo., Susana served as Director of Marketing at Howard L. Zimmerman Architects and Business Development Manager at NELSON, both architecture firms located in New York City. 

Susana earned a Bachelor of Science in Architecture from the New Jersey Institute of Technology, a Master of Science in Architectural History and Theory from the Bartlett School of Architecture, University College London, and completed coursework towards a Ph.D. in art and architecture history from Rutgers University. 

Susana serves as co-chair of the New York Metro committee of the NJIT Alumni Association and is a committee member of the College of Architecture and Design's annual Design Showcase. She is also a member of the American Institute of Architects (AIA) Marketing and Communications Committee, a commissioner in the Newark Landmarks and Historic Preservation Commission, and a board member of LINK Community Charter School in Newark.