Scratch Theory Lab Studio

HOW IT STARTED

Every idea begins somewhere.
Ours began with a theory.

Scratch Theory Lab was co-founded by two creative partners who kept seeing the same problem: too much marketing asks for attention without giving people anything meaningful in return.

So we started imagining another kind of studio—one where campaigns behave more like invitations, creativity has a business purpose, and the best ideas are allowed to begin a little messy.

“Scratch” represents the starting point. “Theory” is the question worth testing. “Lab” is where strategy, creativity, people, and possibility meet.

THE MINDS BEHIND THE LAB

Don’t just be seen. Make a scene.

Meet the founders turning curiosity into possibility.

Scratch Theory Lab was founded by Sharonda and Deehana—two creative thinkers brought together by a shared belief that great ideas should do more than look good. They should invite people in, spark participation, and keep producing value after the original moment has passed.

When you work with STL Studio, you work directly with the founders shaping the strategy, creative direction, details, and experience from the beginning. No disappearing act. No getting passed from person to person. Just a collaborative partnership built around your goals, your audience, and the possibilities worth exploring.

Deehana and Sharonda, co-founders of Scratch Theory Lab

CO-FOUNDERS · SCRATCH THEORY LAB

Deehana | Co-Founder

I’ve been told I’m “a whole vibe.” I also happen to know how to build one—and tell whether it worked.

I’m Deehana, Co-Founder of Scratch Theory Lab. My background lives at the intersection of business strategy, financial planning, systems development, public service, education, and experience design. I’m usually the person seeing the larger picture inside the details—connecting the idea, audience, budget, operations, risks, and next step so the pieces work as one system.

Across more than 20 years, I’ve taught children and adults, developed and managed programs ranging from small initiatives to county-wide efforts, built community partnerships, planned events and campaigns, and helped organizations turn complex information into useful action. In corporate finance, I helped lead the reporting and budgeting for a multiyear, multimillion-dollar technology transformation. Today, I create reports, forecasts, scenarios, dashboards, and governance practices that help leaders understand performance and make decisions while the business moves through significant change.

At Scratch Theory Lab, I bring those disciplines together. I connect creative ideas to business goals and help design experiences that are imaginative, executable, and measurable. I look beyond whether something looked good or drew a crowd: Did people participate? Did relationships deepen? Did the audience act? Did the organization learn something useful? Can that insight make the next move stronger?

Basically, I like a good idea. I really like a good idea that works—one with a purpose, a plan, and enough insight to make the next idea even better.

Sharonda | Co-Founder

Give me an idea and there’s a pretty good chance I’m already figuring out how to design it, brand it, build it, or put it on something.

I’ve always been the person who looks at an idea and immediately starts imagining what it could become.

For over a decade, I’ve built businesses, brands, websites, campaigns, apparel, merchandise, and just about anything else that gave me an excuse to create something from scratch. My background lives at the intersection of marketing, design, branding, production, and entrepreneurship, which means I’m usually thinking about both how something looks and how people will experience it.

I’ve spent years helping businesses turn ideas into things people can actually see, wear, click, hold, share, and remember. Along the way, I’ve learned that great creative isn’t just about making something look good. It’s about understanding the story, finding the detail that makes someone stop, and figuring out how to turn an idea into something real.

At Scratch Theory Lab, that’s where I live. I help shape the visual world, creative direction, products, campaigns, and physical touchpoints that bring our ideas to life. Deehana may make sure the hundred little details make sense—I’m usually the one asking, “Okay, but what if we tried this?”

And around here, that question tends to start something.

WHAT WE BELIEVE

Our operating system.

These beliefs shape what we recommend, how we design, and the kind of partner we work to be.

Curiosity changes behavior

People naturally move toward what makes them wonder. We design for that pull.

Experiences become stories

A real moment gives people something honest to remember, photograph, and share.

Creativity is practical

It isn’t decoration. It helps solve business problems and open new possibilities.

Community is participation

We don’t treat people like an audience to collect. We create room for them to contribute.

Experimentation beats assumption

Every campaign should teach us something that sharpens the next move.

Growth should feel human

Visibility matters. So do trust, connection, recognition, and relationships that last.

WE’RE NOT BUILDING ANOTHER AGENCY

We’re building a world where curiosity creates connection.

WE ARE

A strategic creative partner
An experiential marketing studio
A community-minded collaborator
An experimentation engine

WE ARE NOT

A random list of disconnected services
A display backpack company
An event vendor that disappears at teardown
A content factory chasing vanity numbers

Adults connecting at a community-centered creative experience

COMMUNITY ISN’T A MARKETING TACTIC

It’s the point of connection.

We believe the strongest work creates value before it asks for attention. That means listening, making space for participation, and—where it makes sense—building campaigns that spotlight local people, businesses, creatives, and organizations alongside the brand.

Community-centered does not mean small. It means the work has roots.

THE BIGGER UNIVERSE

Services are the beginning—not the whole story.

Over time, Scratch Theory Lab is growing into a broader curiosity ecosystem of original experiences, community connection, products, storytelling, and discovery. We’re building it in phases so each piece earns its place.

See What We Offer Now ↗Explore the Product Side ↗

Every idea begins somewhere.Ours began with a theory.