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Last class, we had the opportunity to listen to Color Theory talk to our class about their experiences and give advice on organic content for social media. I really enjoyed hearing their experiences and found it helpful to hear real world examples of social media marketing and account growth. It was inspiring to hear how they were able to start their own company from the ground up and how they used each job as a learning opportunity to improve their work and their business as a whole. In my opinion, the four key takeaways they mentioned were the most useful and helpful for my career.

I personally want to enter the marketing industry, specifically the video game industry, which can be heavily reliant on social media marketing. While I currently do not have plans to start my own social media agency, I found the takeaway of finding your quality barometer and never stray from it to be the most helpful. Through their lecture, I recognize that consistency is one of the most important things when trying to naturally build a social media account. When I graduate and enter the workforce, I plan to establish my quality barometer and make sure that I remain consistent and effective when posting for my company on social media.

Overall, I really enjoyed hearing Color Theory and I can’t wait for our next guest speaker.

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First off, thank you Max and Indigo for taking the time to speak with us! They provided a fun learning experience that helped us understand the difficulties and excitements in their field of work. It was incredible being able to see how they started off as a company and how much they've grown in the process. The growth that they furthermore provide for their clients was impressive and I frankly didn't know it was possible to grow an account so much through just organic means. I really appreciated their transparency and showing us the work process and the tools they use to make their flow easier. I'll definitely be using Asana and are.na in my future projects. From the key takeaways they told us to just keep moving especially in the beginning of our journey. This was impactful to hear as a senior trying to make things happen but not knowing where to even begin. Their experiences motivated me to not fear the uncertainties that come with trying new things and be confident in your skills and character.

Thank you so much for the wisdom you both shared with our class. It was not only extremely enjoyable to listen to but encouraging as well. Your partnership and chemistry is so inspiring and I hope even more amazing opportunities come your way. Overall, I really enjoyed hearing about your experiences and am looking forward to hearing about all your new works. Thank you!

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Max and Indigo of Color Theory were kind enough to take time out of their day to provide a guest lecture for our class on Thursday. I thoroughly enjoyed listening to Max and Indigo's stories of how they founded their social media studio together and the importance of having one another throughout their journeys. I was impressed with how much follower growth they were able to provide to their clients without having to spend any money on advertising, such as for Still Life. This testifies to how creative their designs are, which was the focus of their presentation. From listening to them explain their designs, I was able to gain a better understanding of how to create more appealing content on social media that is more likely to bring in audiences and keep them engaged rather than just generating views with no genuine interest.

They also did a great job of explaining the concept of value-add content that is optimized for engagement and the step-by-step process of creating value-add content. Also, another key takeaway I had from their lecture was when Max emphasized the importance of being aligned with the taste of the client. When working with clients, Color Theory explained how crucial it is to be on the same page with clients and to overcome difficulties when working with certain clients who are simply looking to be viral. I believe that is a crucial point when being a social media content manager, which is setting realistic expectations for clients and being on the same page as them, as otherwise it would be hard to formulate content creation strategies and campaigns for them. Another takeaway I had from their lecture was the importance of avoiding burnout from content creation. When they talked about how they were able to take vacations while working due to their partnership, that also stood out to me. Having a reliable partner like how Max and Indigo do definitely helps in many ways as they said themselves. In addition, I noticed the different personalities and strengths that Max and Indigo have and how it ties into their success with Color Theory, which I think is an important reason they are so successful and able to relax when necessary.

Lastly, I'd like to personally thank Max and Indigo for coming to talk to our class today about Color Theory and the world of social media design and marketing!

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On Thursday, our class had the opportunity to hear from Color Theory founders Max and Indigo on their perspectives and experiences with developing a creative agency. I found their authenticity and honesty about their work with starting their company to be really refreshing and inspiring. I think that with creative agencies and content agencies, there are many different angles/routes that a team can take to produce content that works best for their clients. I really liked that Color Theory focuses on obtaining client trust and creating helpful posts that do not bombard social media users with product promotions. I also really appreciate the agency's incorporation of working with mental health initiatives on social platforms to improve awareness and assistance. Specifically, "The Charlie Fund" is a wonderful opportunity to actually bring these goals to life.

Color Theory also explained that with The Charlie Fund, they were able to use graphic design tools to make social digital content actually physical by creating booklets for instructors, educators, and therapists to use as teaching tools. This made me think of how we all have the ability to use different mediums to produce and distribute content. Max and Indigo also explained how it can be helpful for creative content producers to use tools that already exist to physically create products or improve their digital presence. Pre-existing layouts taken from old magazines, posters, and even cookbooks can be used to create more digital content for various purposes in nuanced ways.

Overall, I found the lecture to be really inspiring and helped me consider using pre-existing ideas and formats to create new types of content that can be used to improve how we use social media platforms as a society. Thank you so much for the insight, honesty, and advice given to our class!

-Amina Suleman

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Max and Indigo,

Thank you so much for taking the time to speak with us and share your experiences. Hearing about how Color Theory was built around the principle of adding genuine value to content was incredibly eye-opening. It’s clear that this approach has been a huge part of your success, helping brands move beyond just self-promotion and instead create content that really resonates with their audiences. I enjoyed learning about your journey, from starting with Kenny Stills’ projects to evolving into a full-fledged social media studio that supports meaningful causes. Your "3-second, 10-second, 20-second rule" for designing graphics is a very clever way to ensure that content grabs attention and delivers value quickly.

I also appreciated your openness when discussing The Charlie Fund and how it connects back to your core mission. It was inspiring to hear how personal experiences shaped the nonprofit, and how you’ve turned it into a platform to promote emotional fluency and healthy communication. Your content goes beyond aesthetics and genuinely helps people navigate their feelings. Every project you have worked on reflects this thoughtful approach, it is a great example of how businesses can have a positive social impact.

Thank you again for sharing your story, your challenges, and the lessons you’ve learned along the way. It was really meaningful to see how passionate you both are, not just about the business side, but also about using your platform for good. I’m grateful for the opportunity to learn from you, and I’ll definitely carry these lessons with me in my own journey.

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Thank you, Indigo and Max, for taking the time to speak in our social media class. I truly appreciated how both of you brought such a fresh perspective on the relationship between a client and a brand. Your emphasis on being process-oriented, rather than just focusing on outcomes, really stood out to me. In a world where many agencies chase quick results, it was refreshing to hear how much you value consistent, healthy growth over time.

The case studies you shared, especially growing accounts from 3K to over 300K followers organically, were incredibly inspiring. It’s not often we hear success stories that involve zero ad spend, so that was particularly eye-opening. I loved how down-to-earth and realistic both of you were about the time it takes to see meaningful growth. Your emphasis on strong hooks and value-add content, especially for carousel posts, was also super practical advice I can use.

Indigo, your story about almost leaving the robot in the trunk was hilarious. It really showed your human side and made the whole talk feel conversational. I also admired how both of you stay true to your values, especially when you said you're not afraid to say “no” to clients that don’t align with them. That’s a level of integrity that really stuck with me.

I also plan on exploring ARE.NA (it is truly incredible) after hearing you mention it as a content curation tool. It’s clear you both know your stuff inside and out, and I can see why you’re naturally aligned with your clients. Thanks again for sharing your journey and for keeping the session so engaging. I learned a lot from both of you!

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I want to thank Max and Indigo for providing the class with another perspective and career path when it comes to social media. This presentation was focused a little more on the graphic side of the industry while also providing us with behind-the-scenes information that helped answer many of the little questions that I had about the industry. I thought that this was an impactful presentation because it felt very relatable as someone who doesn't have the most experience or the biggest portfolio, and seeing their beginnings and what they evolved into was very helpful. I like how they emphasize making sure that you take advantage of the little look time that the audience gives you on social media by focusing on using good hooks on posts that will catch the audience's attention, and then concentrate on optimizing the content in a way that helps tell your story, such as learning to tell stories from top to bottom. I thought it was also interesting because there seems to be a big focus on making "cool" landing pages, but the most successful ones are the ones that provide value at a glance. Another takeaway I thought was valuable was that it's better to have slower constant growth than gain virality and lose sight of your engagement. They finally touched upon their 4 takeaways which were valuable as I step forward in my career. Once again, thank you for coming and talking to our class!

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This last Thursday our class had the opportunity to listen to Max and Indigo speak about their company Color Theory and share their experiences in marketing. I really enjoyed their presentation as well as how open they were with their job.

They helped me learn several things. First, to make sure you start your content with a hook. Make it clear what the consumer is getting into visually and in writing. This can also include in-depth visuals + explanation as well as a call to action. Second, the biggest green flag is being aligned with your taste with a client. I thought this tip was silly at first but then the more I thought about it, I realized how true it was. From now on, it will definitely be something that I will keep in mind. Lastly, they left us with four takeaways. This included:

1. Find a partner and learn to communicate

2. Build a process, and be open to changing It

3. Determine your quality barometer and never stray from it

4. Especially in the early days, just keep moving

They also shared with us tools that they use. These included:

Are.na

Asana

Figma/illustrator

Premiere

Books

I really appreciated their transparency in sharing their tools. It provides valuable insights into their workflow and the resources they leverage to achieve success. This knowledge can help others in similar fields build their own effective toolbox and optimize their work processes.

Overall, I found Color Theory's presentation incredibly insightful and inspiring. Their willingness to share their experiences and expertise was valuable. Their insights have given me new perspectives and motivated me to explore these tools and strategies in my own work. I'm truly grateful for their time and contribution.

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First of all, I would like to thank Max and Indigo for coming to our class and telling us all about their work, their experiences and thoughts. I think they were very inspiring for all of us, because I feel like everyone could learn something from them even if they don’t want to work in the same industry, because they talked a lot about things that people can use in their everyday lives and in many work spaces. I was particularly interested in the approaches that they use for branding and storytelling through visuals and content. I also just loved how they talked to us like it was a big conversation between them and the students, which made it one of the best classes during the semester.

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Max and Indigo's guest lecture was both inspiring and informative, especially as they shared their personal journeys and the motivation behind founding COLOR THEORY. Their passion for the business was evident, and hearing about their real-world experiences gave a sense of how they've brought their vision to life.

One of the most engaging aspects of their talk was their discussion of social media and its pivotal role in their brand development. It was fascinating to learn how they grew their social media presence and the steps they took to engage with their audience. The case study they shared was particularly insightful, as they explained how it informed their decisions and contributed to the business’s overall strategy. It was clear that research, planning, and learning from others are key elements in their approach.

Another highlight was their focus on design value. They emphasized the importance of refining and improving designs to ensure business success, showcasing their commitment to quality. It was encouraging to hear how thoughtful and intentional they are about what they create, and the practical tools they use—like illustrators, books, and apps—were helpful insights for anyone interested in building a creative business.

Personally, what stood out most was their belief in the power of creating your own IP. Max and Indigo made it clear that it's possible to start from building something unique and grow it into a successful brand. Tying their lecture to their personal experiences made the content much more relatable and impactful.

Thank you so much, Max and Indigo, for sharing your journey and insights with us. Your lecture was truly inspiring, and it was incredibly valuable to hear about the personal stories behind COLOR THEORY and the strategies that have contributed to your success.

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Dear Max and Indigo,

Thank you for taking the time to visit our class and share your insights with us. I really appreciated how down-to-earth and engaging your presentation was. It was refreshing to hear about your experiences in such an open and relatable way.

One of the key lessons that stuck with me was the importance of staying true to your vision and keeping quality consistent, no matter what challenges come your way. Hearing how you’ve been able to maintain that focus, while also being flexible when necessary, was encouraging. I often think about how fast-paced and ever-changing social media marketing can be, and your approach to finding balance between consistency and adaptation made a strong impression.

I also really enjoyed hearing about the tools you use in your day-to-day work. From platforms like Asana to Are.na, it was helpful to learn how these tools can simplify workflows and keep creativity flowing. It’s clear that having the right tools makes a huge difference in managing the demands of social media marketing, and I’m eager to try some of these in my own work.

Most importantly, your stories about growing Color Theory showed me how much collaboration and communication play a role in success. The way you both complement each other’s skills and work so well together was inspiring. It’s not just about having great ideas, but also about having a solid foundation built on trust and mutual respect.

Thank you again for sharing your journey with us. I learned a lot from your presentation, and I feel more motivated than ever to apply these lessons as I step into my own marketing career.

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Thank you, Max and Indigo, for taking the time to speak with our social media marketing class! Your story of how you started Color Theory is very inspiring and encourages me to pursue the arts. I'm quite unaware of agencies, but after hearing you all speak, I'm encouraged to work at one. Your real world experience and passion for Color Theory is very insightful.

I really enjoyed the case studies that you shared. I've only seen the outcomes of successful social media accounts, but I've never seen the process of growing these accounts. The case study insights were very valuable.

I also learned to set boundaries. I think I'm similar to Indigo, where I'll accept anything and say yes to everything. I'm trying to set more boundaries, but your talk reconfirmed that I must be confident in my value. If a client is amazing but not fit for me, it's best not to take them on. I think I needed to hear that advice because I would take on every client if I could.

I also loved how honest and down-to-earth you both were! It helped the presentation become more conversational and real. I learned so much, thank you again!

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Thank you, Max and Indigo, for a great presentation! I truly appreciate you both sharing your experiences and, most importantly, offering valuable advice as we students begin tapping into the marketing world. Your insights are incredibly helpful and inspiring for us as we take our first steps in the field. I truly love the connection you guys have as business partners. One of the takeaways Indigo and Max shared with us is the importance of finding a partner who complements your skills and understanding the value of clear communication in building a successful collaboration.  They also pointed out that building a process is important, but it is equally important to remain flexible and adapt as situations change. Even in our personal lives, we must be open to flexibility in case of unexpected challenges.  "Determine your quality barometer" was their way of emphasizing how important it is to set and stick to high standards. Max and Indigo explained that once you've defined what quality looks like for your work, you should always hold yourself to that level, no matter what challenges or pressures come your way. It's about staying true to your standards and not letting anything compromise your delivery quality. In their view, compromising quality undermines long-term success and trust, making maintaining those standards in all circumstances essential. A key takeaway from all the speakers so far is the importance of caring for your mental health. They've all talked about taking breaks to stay fresh and giving yourself the space to recharge so you can come back with energy. But the most important message is not to push yourself too hard or let your mental health suffer. No goal is worth sacrificing that balance. Lastly, it was incredibly humble of Max and Indigo to share the tools they use in their work, making their insights feel relatable and accessible to us as students. Thank you so much for an incredible presentation to both of you!!

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Thank you Max and Indigo.

I really enjoyed hearing how they stayed true to their values and built a business that focuses on meaningful content. Their work with The Charlie Fund stood out to me because it showed how social media can be used for more than just promotion—it can also support mental health and emotional well-being.

It was also interesting to learn about how they manage accounts like @OP_E___N by focusing on authentic content that connects with people. One of the most helpful ideas they shared was their "3-second, 10-second, 20-second rule" for creating content that grabs attention quickly. This simple approach to keeping people engaged is something I will try to use in my own work.

Max and Indigo also talked a lot about the importance of teamwork and being on the same page with clients. I liked how they explained that success comes not just from creativity but also from building trust and staying consistent. Their tips on organic growth and creating value without ads really made sense to me and gave me new ideas for future projects.

Overall, I found their talk very inspiring. They were honest about the challenges they faced but also showed how staying committed to their mission has made their work meaningful. I enjoyed their visit and look forward to applying some of their ideas in my own work with social media.

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Thank you to Max and Indigo for coming to speak with our class! The conversational tone of the presentation as well as the clear chemistry between the two of you as business partners brought a lot of positive energy to the session.

The technical skills and advice laid out were very insightful for those considering a career in social media management. I found the descriptions of various software like Asana as well as the process of creating a content calendar, brand messaging for specific clients, and a personal IP to be very helpful.

But beyond this, what I found most valuable from the presentation was the discussion of choosing and managing your clients. The advice here was broadly applicable to any career field. One of the key takeaways was to choose people who share your vision and passion. If you are doing work for people who share your vision, you are not only providing them a benefit but you are bettering yourself at the same time. Another key takeaway was about open and honest communication. The anecdote about the "techy" client who only sent his notes in the form of voice memos was not only a funny story but also a lesson in how honest/respectful communication can solve so many issues that might arise in a client/contractor relationship, in the business world, and life in general.

Again thanks for speaking.

- Lucas

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Max and Indigo, thank you for taking time out of your busy schedules to speak with our class. It was engaging, funny, and informative. I’ve always viewed social media as a launch pad for brands to promote products, so I found it super interesting that they suggested curating content users want to see. Instagram is the perfect place to curate a brand image without having to heavily promote products. I also loved the metaphor that you are building engines, not cars when you start an agency. Sometimes it's easy to get caught in the bigger picture, but when you curate efficient smaller processes, everything naturally runs smoother. Finally, I wanted to touch on the Charlie fund. When I was a junior in high school, my best friend's older brother, also named Charlie, passed away. It had a huge impact on my life and I appreciate what you are doing with the project. Thank you again.

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During Thursday's session, Indigo and Max offered insightful perspectives on the role of color theory in content creation.

One of the key takeaways was the importance of timing—capturing the audience's attention within the first few seconds of interaction. The speaker highlighted the “3 seconds, 5 seconds, 10 seconds, 20 seconds rule,” which suggests that if your audience can derive value from your post within those windows of time, you're on the right track.

A particularly eye-opening point was the idea that people's eyes tend to move vertically rather than horizontally when viewing content. This shifts the paradigm in how content should be designed—especially on platforms like Instagram, where vertical posts can maximize engagement.

The guest speaker also touched on Instagram’s evolving algorithm, emphasizing the importance of sustained growth rather than rapid follower accumulation. A gradual increase in followers, ideally 3-5% per month, allows for a more engaged audience. This aligns well with the advice on content creation: focusing on value-add content that combines a clear hook, informative visuals, and a call to action. It was also stressed that posts should have high contrast, ensuring they stand out in feeds.

Another major takeaway was the emphasis on trust and value proposition—whether you're working with clients or building an audience, having the same alignment with my own taste and values ensures authenticity and enjoyability. Furthermore, the speaker encouraged the use of books as a reference for more refined content creation, while also advocating for experimentation. Learning by imitating styles you admire can be a gateway to developing your own.

Overall, I gained a lot of invaluable insights on color theory and am blessed to have these insights shared.

-Madeleine

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From Max and Indigo's color theory guest lecture, I learned about the technical aspects of what they work on and the intersection between creative practice and strategic content creation. What excited me the most was that the "STILL life" project they mentioned demonstrated a fantastic example of growth - from 3,000 followers to 220,000 followers in just nine months at no additional cost - highlighting the power of utilizing platforms like Instagram and adapting content to ever-changing algorithms. This highlights the power of using platforms like Instagram and adapting content to ever-changing algorithms.

I learned a lot about new apps from their presentations. This focus is critical in a competitive digital environment where design is about aesthetics and meeting the audience's needs. For example, their use of Asana for client feedback and scheduling, Arena for mood boards and content curation, Figma/Illustrator for design, and Premiere for video editing reflects the complexity and flexibility of their workflow. I believe the right tools and organization can keep a creative team aligned and efficient.

In addition, I learned a lot from the four key takeaways from the presentation that Max and Indigo mentioned. They mentioned that finding good partners and learning to communicate effectively is the key to success. Establishing a detailed process of your own while remaining adaptable to change ensures that the project evolves as needed. Determining your quality barometer and staying within it helps build credibility and trust in the work. Especially in the early stages, it's essential to keep moving forward even if things aren't perfect because progress fosters growth. Overall, this presentation gave me great insight into the process of creative projects, and I want to thanks for the wonderful guest lecture.

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Our guest lecture with the founders of Color Theory, Max and Indigo, was greatly informative of what it looks like to work at an innovative social media start up changing the way we view social media marketing. It was inspiring to know that Indigo was self-taught in graphic design as I have an interest in learning graphic design. I think the way they have created their own style of editing and adapting it to different brands is really interesting. Instagram is a tricky platform with an ever-changing algorithm and yet they seem to be succeeding in it. With their massive success in growth and establishing a clearer presence in the media, they made me feel like it is possible to succeed in creating your own social media marketing company. I also enjoyed knowing that their careers have not been linear and it took time to get to where they are today. In an academic culture like USC where everyone is achieving amazing things and it can feel overwhelming to try and keep up and be the best, it is refreshing to hear that it is not always going to be that way and its okay. I also really loved their four takeaways: find a partner and learn to communicate, build a process and be open to changing it, determine your quality barometer and never stray from it, and especially in the early days just keep moving. I think these are great lessons to take in any career and in life. I was very inspired from our guest speakers and enjoyed hearing more about their story!

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Thank you, Max and Indigo for taking the time to speak with us.

I truly enjoyed their real and no-fluff approach to their work. As someone who has been interested in working for a social media agency/starting one, I found this lecture super insightful. Their approach to social media is innovative and cool, I found it impressive how many people they have been able to reach organically. It made me realize how much design/social media posts play into a brand's image and overall brand reception. It's easy to think of social media as secondary to a product but after this lecture, I'd say while it still is kinda secondary as you need to have a good product to succeed, it's extremely important to have a good social media as well.

I have started to use Are.na and am SO glad they brought this up in the lecture. Their tool recommendations plus their way of using books creatively has inspired me to get back into design for fun.

I had a great time listening to their experience and their advice when it comes to social media. I wish color theory the best and thank you for speaking with us!

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Thank you both so much for coming in and speaking to us. I truly had so many moments that I felt so applicable to my work life and personal life while you were talking. The main one being simple, yet, so true: the world will not end, this is just social media. Sometimes we get so caught up in work and needing to post, forgetting it is okay and the world will continue if something is delayed. Additionally, hearing about your experiences in the industry and how you entered it was really inspiring. As someone who does not study marketing or social media, it can be really intimidating to enter that field. Knowing the level of success that can be achieved even after studying another topic is so great to look up to! I feel like I learned so many new tools, from Figma to 3-10-20 to Aren.na, all of which I am so excited to test out! Thank you so much for taking the time out of your crazy busy work schedule to come talk with us. I know we all really benefited from it!

Best,

Alie

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Thank you, Max and Indigo for providing us with insights and advice in your field of work that showed how down-to-earth you both are. Both online and in person! I enjoyed how they told us the obstacles and challenges faced when dealing with clients and ways to improve their media presence. Additionally, I was so excited when I saw that you both have been working on the Instagram account @still.life because I’ve been following that account since I was in high school! I was amazed at the amount of talent and skill you both put to that account, and other Instagram accounts from your clients over the years. Which emphasized the importance of steady and organic engagement over rapid, unsustainable growth. The greatest point you both stressed was growing consistently rather than prioritizing virality since value lies towards long-term audience engagement. What I will keep in mind when putting myself out there with my portfolio is aligning with “taste level” when approaching agencies to ensure that my vision matches theirs. On the other hand, I am a huge fan of project management tools like Asana and the way you showed us how you used the software gave me a better understanding and perspective on improving my Asana experience. I also appreciated learning about ARE.NA since I’m in the process of creating mood boards for my side projects for content curation. I’ll be sure to maintain a “quality barometer” to keep my content impactful and organized. Overall, I appreciated the advice you both gave us as I enjoy seeing your work and how comfortable you both are working with each other which is reflected in the success you both have made for Color Theory!

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Thank you so much to Max and Indigo of Color Theory for coming to speak to our class on Thursday. I really enjoyed learning about your careers and what inspired you to start Color Theory.

I really enjoyed hearing Max and Indigo talk about Color Theory and the work they do for it. I really found the part when they talked about their process and how they are very open and honest with their clients about what is realistic. I also liked how they talked about how they prepared content and had a strategy for what to post and when, and how to have enough banked content if a problem should arise with something set to be published. I feel like that having these types of honest relationships and conversations is something that seems very beneficial to have in professional relationships and something that I think can be very helpful when dealing with people/entities.

In addition to talking about how they work with their clients, I also enjoyed learning about how they design value-add content and explained the tools that they use to create graphics/content. I think the thing that stuck with me most from their guest lecture was the four takeaways that they put in their PowerPoint. And of those four, the one that stuck out most to me was number 3, which was determining your quality barometer and never straying from it. The reason I found this one so powerful because it inspired me to remain true to myself no matter what happens with the work I do or what my career path looks like. Overall, their presentation was enjoyable and easy to understand, and contained lots of good advice and suggestions for how to be strategic with content on social media

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On Thursday, we had the pleasure of meeting the creative geniuses, Indigo and Max. They brought an energy to the classroom that was authentic and raw, and they provided many valuable insights into their tricks of the trade. I was amazed at their chemistry that they have which is essential as professional partners. It really emphasizes how a meaningful connection and mutual understanding is essential in a business, and finding the right people to surround yourself with can create magic.

I appreciated their breakdown of value-add content, which gave helpful tips for how to create media that appeals to an audience. Learning how to properly position content in order to grow organically and hearing first hand about their successes as well as the parts they don't enjoy as much was really helpful.

My favorite part is that they provided the names of the tools that they use to create content. I have been wondering how people make such perfect mood boards and their recommendation of Are-Na as Pinterest for creators made me so excited to start exploring the platforms they talked about. Their glowing review of Asana also excited me to explore a platform that can help me maximize utilization and productivity.

Their honesty about the process, the journey, and the motivation that it takes to push through to find success was very inspiring. Thank you Max and Indigo for sharing your story and your insight! I absolutely loved hearing about it and I'm very grateful for your time. :)

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Dear Max and Indigo,

On behalf of the class, I want to extend a heartfelt thank you for taking the time to share your experiences and insights with us. Your visit was a fantastic opportunity to learn about the behind-the-scenes of social media marketing, something we often don’t get to see in such a transparent and personal way.

Your story of how Color Theory was founded inspired many of us to consider creative fields and gave valuable insights into working with agencies. A recurring theme from our reflections was how your discussion about valuing process over outcomes resonated deeply. We often see only the polished end results of social media campaigns, but hearing about the hard work, patience, and consistency it takes to grow accounts from scratch, without ad spend, was eye-opening. It's a reminder that meaningful growth takes time, and there's value in the journey, not just the destination.

Many of us appreciated your emphasis on boundaries and the importance of choosing clients who are a good fit. This was particularly encouraging for those of us who might struggle with saying no, or who feel the pressure to take on every opportunity that comes our way. Indigo's personal reflections on this topic were especially impactful, reminding us to value our time and our worth.

One of the highlights of your talk was the practical advice you gave, especially the tools you use for content creation, like Figma and Are.na. These tools are new to many of us, and we’re excited to experiment with them in our projects. Your insights into value-add content and content positioning were also incredibly useful. Knowing how to hook an audience and consistently provide content that engages is something we will all take forward in our work.

Lastly, your authentic chemistry and teamwork were so evident throughout the talk. It was a great reminder of how crucial it is to build strong working relationships and partnerships in any creative endeavor.

Thank you again for your time, your advice, and the inspiration you left us with. We all came away feeling motivated and equipped with new tools and perspectives to apply in our own journeys.

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Max and Indigo,

Thank you so much for taking time out of your busy schedules to come talk to us! I wanted to take a moment to express my heartfelt gratitude for your insightful presentation on your brand Color Theory and value-add media. Your journey from starting your first project in Spring of 2020 to achieving remarkable growth in such a short time is truly inspiring.

Your case study on STILL LIFE, where you transformed a small investment into highly engaged content, illustrated the power of creativity and strategic thinking. It was fascinating to learn how your approach to designing content—starting with a strong hook, using eye-catching visuals, and gradually providing more depth—can effectively engage an audience. The emphasis on adapting to the evolving landscape of platforms like Instagram, where consumption patterns have shifted dramatically, really resonated with me.

I also appreciated your practical tips, such as treating Instagram like a personality and focusing on building a consistent process. Your insights on identifying red flags in client relationships and the importance of aligning with clients on taste were particularly helpful. These strategies will undoubtedly aid me in refining my own creative process and understanding boundaries.

Thank you once again for sharing your expertise and experiences. Your passion for your craft is evident and your advice will not go to waste. I’m excited to apply what I’ve learned and look forward to seeing how Color Theory, the Charlie Fund, and other projects grow!

-Dejanae Johnson

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Thank you so much, Max and Indigo, for coming into our class to talk about Color Theory. Their presentation provided valuable information about their story and running a social media creative agency. Their talk particularly struck me on creating value-add content which is media that genuinely benefits the audience, rather than just taking up space. This shifted how I thought about social media. Hearing about their first major project, “Still Growing,” and their journey on how they tried to demonstrate organic growth and working with OPEN showed that is possible when you have a strong system and process in place. I appreciated how they prioritized clear communication and trust with their clients, which is an area that I definitely want to apply in my own work and career. I also loved how they talked about aligning with the values and tastes of the brands they work with—it felt like such an authentic approach and an idea that many people tend to overlook. Another point in the presentation that stuck with me was their advice about staying flexible and building a process you can adjust as you go. Their phrase “build the plane while you fly it” really hit home. It reminded me that it’s alright to feel lost at times and to not have everything figured out. Life is unpredictable and the unpredictability allows us to grow and learn from new experiences. I was also moved by their work with The Charlie Fund and how they’re using design to address mental health issues in schools. It really showed me how design can be so much more than just visuals; it can have real-world impact. I also felt grateful that they provided the tools they used for their creative projects such as Arena, Figma, premier (video editing), Asa.na, and even books! These resources will definitely come in handy for me to create content and visuals for future projects or works. Overall, I left the presentation feeling inspired and ready to take their advice about finding a good partner, sticking to a quality standard, and just continuing to grow. I'm thankful for their wisdom and the advice they gave.

Thank you again to Max and Indigo for coming to speak to us!

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Last week’s guest lecture was super insightful, especially about how important graphic design and organic social media are for brand success. You stressed how brands shouldn’t expect quick follower spikes on platforms like Instagram—it’s all about consistent growth and engagement. Plus, the importance of strong hooks(big white fonts, contrast) to guide customers was a cool takeaway.

The tips on working with clients really stuck with me too—turning cold emails into genuine conversations and keeping the client involved in the process. Using tools like Asana for managing posts and feedback, and even books for creative inspiration, was something I hadn’t thought about before but makes total sense.

Lastly, the advice on client onboarding—like creating mood boards and avoiding clients who just want to “go viral”—was super practical. Overall, it gave me a fresh perspective on managing social media and client relationships in a more sustainable, thoughtful way.

Thank you so much for coming and sharing your journey with us!

-Milly Ma

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First, I’d like to thank Max and Indigo from Color Theory for taking the time to speak in our class. It was fascinating to learn about the importance of building healthy relationships with clients. Max and Indigo emphasized that strong client relationships are essential for successful collaboration. A green flag for clients that they highlighted is when the client is in tune with and committed to their own creative taste, as it helps Color Theory create authentic content for the client. They also pointed out how crucial it is to recognize the red flags early on, such as when a client’s goal is simply to “go viral,” which indicates a focus on the outcome rather than the creative process. Additionally, they introduced us to useful tools like Asana, which can help social media marketers schedule their posts, allow client feedback, and organize the “grid” for a more aesthetic look. I particularly loved their work on the Charlie Fund project, a mental health initiative. It’s not just about advising people on mental health, but guiding them on how to navigate it effectively. At one point, I wondered if they had consulted psychologists on the project—then they addressed it in the very next slide, showing how much they care about the foundation’s integrity and credibility. Unlike a typical suicide prevention page, they focus on teaching emotional fluency, healthy communication, emotional processing, and mindfulness tools. They run the project independently, which means they don’t have to seek approval from other agencies, giving them more creative freedom. Max and Indigo have inspired me to look into working at a marketing agency because I would love to help brands craft their own unique personality through creative storytelling as well.

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I wanted to start off and give a big thank you to Max and Indigo for taking the time to share more about themselves and giving us the inside scoop to Color Theory. I learned a lot about key insights when working as a team and the creative process behind value-add social media, branding, and mission-aligned partnerships. It was very important when Max and Indigo emphasized that consistent follower growth is more valuable than gaining 1 million followers in 2 months and being stuck in stand still afterwards. Knowing this, can allow me to tackle future partnerships in a consistent manner and not feel discouraged with a smaller, consistent growth. Another takeaway that stood out to me were their tips when working as a team. “Building a process and being open to change it” opened a different perspective. I feel like it’s very important to be flexible and not have any harsh intentions when a project doesn’t flow correctly, especially working in a team.

Max and Indigo did a great job in providing different tools when editing. I learned that Asana is best used for client feedback and post scheduling, and Figma is best used for design. I will definitely try to navigate through these tools when going through the process of a campaign or post in the future. They emphasized how a strong hook is an essential key while providing in-depth visuals and explanation. Overall, these key takeaways gave me a different lens when tackling partnerships and working in a team. Thank you again Max and Indigo!

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Thank you Max and Indigo for taking the time to speak with our class!. Your presentation was engaging, so funny, real (a lot of cursing made it so authentic) yet still informative. I’ve always seen social media as a platform for brands to promote and market their products, so I found it really cool when you really brought us into the creative world of content that people actually want to see. The 3 seconds, 5,10, 20 seconds rule for what viewers of the content get out of looking at the post for that short duration of time, was so interesting to hear about. Instagram is clearly a place where people can experiment with the posts they curate, especially with emerging accounts. I also loved when you considered starting an agency as building engines that was a great way to understand the workings of agencies. It’s easy to get overwhelmed, but focusing on just a small portion of a bigger picture makes everything run better. Thanks for coming and presenting to us!

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A huge thank you to Max and Indigo for sharing their time and insights with our class! I was unfortunately unable to make it that day, but I definitely missed out on a great meeting. It was truly inspiring to hear about their journey as entrepreneurs, especially seeing how far they've come and how they help their clients grow. Their advice to "just keep moving," especially at the start of a new venture, really hit home for me as a senior looking to enter the job market in May. I really liked how they made the zoom session feel a lot like a conversation as well! I was super motivated after watching the conversation unfold!

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Hello, I wanted to give a huge thank you to Max and Indigo for coming in and talking to us!! This guest speaker presentation was so informative and gave me so many new insights into the world of social media. It was so refreshing to see two individuals so passionate about what they do but with such clear and precise boundaries. I loved how often they would bring up the fact that not every client/relationship is going to workout. I appreciated the general red flags and the different ways about dealing with these kinds of relationship. Whether it is trying to communicate first or simply understanding that it wasn't meant to be. I also really loved the idea they presented about social media content being curated for consistency instead of "popularity" (how I interpreted not their words!) As they presented their success stories I began to think about how in my eyes a successful social media page is one with millions of followers following all of the latest trends. It feels like every other day someone is blowing up over one thing or another and you feel obligated to follow them. Only for a few weeks/months to go by and you unfollow them because their content never truly resonated with you. This insight into the social media world really changed how I thought/interact with platforms for the better. Once again, thank you so much to Max and Indigo!

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I was really inspired hearing from Color Theory because I myself hope to one day start my own business. Hearing how they were able to build their business and learn from each and every opportunity they had was really realistic, not like many who are handed opportunities. Also, they were open to continuous learning and opportunities which is the open mind I also hope to continue to have. I also really appreciate the values that Color Theory is based on, which is the quality of genuine content as that is my personal philosophy with social media.

So Max and Indigo,

Thank you so much for your time and sharing your four takeaways as sometime, all someone needs to hear is continued motivation. My fav was the fact that sometime you just need to keep going because when you stop, that is when you really fail. Coming from a background of humble beginnings, poverty, Latino household, marketing and social media is not viewed as a real career so I loved to hear your takeaway.

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Max and Indigo,

Thank you so much for the amazing presentation. I genuinely learned a lot, and your perspectives made me think about things that I have never considered before. One quote that particularly stuck with me was "You're not building a car, you're building an engine." This quote is very intriguing to me because whenever I used to start campaigns or look at a brand, I would act like I am starting from scratch. However, when I heard this quote, I truly appreciated the idea of having your own set values or "engine," and then finding a way to make your engine compatible with the brand's car. I never thought about how your engine is gonna be made for multiple different "cars" or clients; I used to always just believe that every campaign or client has to be completely different with no similarities.

Additionally, I really enjoyed your explanation of how you use the Charlie Fund and Open as a tandem to illustrate some of your many capabilities and talents that could be used towards new clients. Multiple facts and strategies like this were extremely insightful to me throughout your presentation, and I want you to know that i appreciate every single of one of them.

I would also like to appreciate Max for sharing the story of the Charlie fund with us. It truly touched me, and I have looked at a new quote on the page since the presentation.

So again, I would like to thank BOTH of you so much for sharing. It was amazing presentation, and I look forward to meeting again. THANK YOU!!

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Indigo and Max, founders of Color Theory, emphasized the importance of creating content that people genuinely want to engage with, rather than simply promoting products. Their first project, Still Growing, focused on leveraging graphics to convey their message without excessive spending to achieve their objectives. They followed up with Still Life, a meditation-focused project that grew their audience from 3,000 to 220,000 followers, proving their ability to generate organic engagement. A key takeaway from their work is the importance of educating audiences on how to consume content, as seen in their collaboration with Open, a breathwork and meditation studio. They believe in a content formula that starts with a strong hook, offers in-depth visuals, and ends with a call to action. Ultimately, they emphasize the value of clear communication, maintaining high quality, and adapting processes as their brand evolves.

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I'm grateful to Max and Indigo for joining us and sharing their invaluable insights!

Their guest presentation was not only enlightening but also offered a refreshing perspective on the social media landscape. It was truly inspiring to witness two individuals who are both passionate about their work and maintain healthy boundaries. I particularly appreciated their emphasis on the importance of recognizing red flags. They provided practical advice on handling such situations, whether through initial communication or knowing when it's best to move on.

I also appreciated their viewpoint on curating social media content for consistency rather than merely chasing popularity, atleast how I interpreted it! This perspective prompted me to reconsider what constitutes a successful social media presence. Previously, I thought of success with having millions of followers and keeping up with the latest trends. It seems like there's always someone new gaining fame, and you feel pressured to follow them, only to unfollow later when their content doesn't resonate with you. This insight has changed how I view and interact with social media platforms for the better.

Once again, a heartfelt thank you to Max and Indigo!

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I had the honor and opportunity to listen to Color Theory talk to our class about their journey and experiences and give advices on organic content for social media. Thank you for taking the time to visit our class and share your insights with us. I liked the most that they were very authentic and honest about their work, and I think that it makes their partnership and company to be very unique. I could actually see and feel the great chemistry and teamwork throughout the talk. It was a great reminder of how important it is to build strong working relationships and partnerships in any creative endeavor. These key takeaways gave me a different lens when tackling partnerships and working in a team.  I really appreciated how down-to-earth and engaging your presentation was.

A big thing that I took from their presentation is that when you start a company if you curate efficient smaller processes, everything naturally runs smoother, understanding that you build an engine and not a car, step by step.

Thank you so much again for your time and efforts for coming and presenting to us!

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I thoroughly enjoyed Max and Indigo’s guest lecture! Hearing about their agency Color Theory and the work they do was so cool.

A key insight that stood out to me was when they were talking about how they approach creating their graphics by breaking down the impact of a graphic and considering how the audience will perceive it in different time frames—3 seconds, 10 seconds, and 20 seconds. I had never heard of this before!

As someone who strives to be a business owner one day and possibly co-found my own agency, they shared an analogy about starting an agency that stuck with me. They said that starting an agency is like building an engine, not a car. The “engine” represents the foundation and systems that drive the agency, while each individual project is like a “car” that is built on top of that system. I thought that was a nice way to put it.

Moreover, their notes on the importance of balancing out a brands social page with posts that don’t include the products and how that is the content that leads to follows was helpful. Creating content that people genuinely want to engage with is crucial for growing a loyal following and building brand awareness.

I also appreciated hearing about the tools they use in their creative process, including Figma, Illustrator, and Premiere for design and video editing. The one time I tried to use Figma I was overwhelmed, but I do want to give it another try haha.

Thank you so much Max and Indigo!

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Hi Max and Indigo!

I wanted to let you know that I learned so much from your session. You shared such profound knowledge onto our class, but specifically, a lot of topics you mentioned really helped give me direction. For one, you mentioned about having a firm process in which you don't accept clients unless they truly understand that social media is a platform where processes always matter over outcomes. This mindset is so important, but I would have never seen it as something to consider when working with anyone on any types of social media projects. This way of thinking is so important because social media should always be seen as a longterm investment over immediate growth or ROI. Businesses that do not realize this are not utilizing social media correctly, and it could possibly be an exhausting experience trying to work with them. Furthermore, you gave great advice on having a great personal relationship with clients, treating them more like family than work. that way of working with clients establishes a strong relationship, and also a greater understanding that in business, you are really just trying to help out the client first and foremost. Thank you so much for spending the time in class to talk to us, I truly appreciate it!