Cheryl founded Theory Group in 2005 to create a strategic design and communications agency with the belief that collaborating with talented people from different fields is the best way to solve complex problems. Prior to founding Theory Group, she worked for Futurebrand, Plaid, SS+K, Dreamworks SKG, Walt Disney and Nickelodeon. She’s worked with clients that range from startups to Fortune 500 companies.

In her fifteen years of experience she has developed brand strategy and identity, advertising, web sites, user interface designs, storytelling exhibitions, packaging design, environmental design, print collateral and animations. She has managed and directed teams of graphic designers, web developers, photographers, video editors, and animators.

Cheryl graduated from Art Center College of Design in Pasadena, California with distinction. She lives and works in New York and Los Angeles.

Lynn joined Theory Group in 2008. Prior to this, she worked at Carbone Smolan Agency, Two Twelve Associates, and other notable design and branding firms.

With more than twelve years experience in exhibit, experiential, wayfinding, and environmental graphic design; she specializes in the creation and implementation of narrative physical environments. Her past works includes the Corporate Capability Center for W.L. Gore and Associates, a traveling Player's Lounge for the European Golf Tour, and architectural signage for The Cleveland Museum of Art and NYU Langone Medical Center.

Lynn is a graduate of University of California, Berkeley with a B.A. in Architecture. She lives and works in New York.