#LASpotted: A Chat with TRÜF Creative

TRÜF Creative was founded back in 2006 by two agency veterans, Adam Goldberg and Monika Kehrer. Tired of the big advertising agency life, the two founders came together to create a branding studio where they could create great work without the restrictions that big agencies faced.

This creative studio might not be for everyone. But if you don’t believe in shortcuts, red tape or bullshit and want to work with a team that will deliver the most for your brand, then keep reading to find out more about TRÜF.

Inside TRÜF Creative

Location: Santa Monica, CA

Check out TRÜF Creative’s portfolio on Agency Spotter

In LA Since: 2006

Core Services: Branding and digital design.

Company Mantra: “Don’t do it fast, do it right. But always be on time.”

# of Employees: 3-7

# of Four-Legged Employees: 1

Office Tally: How many _______ do you have?

  • Sports Heads: 1
  • Foodies: 3
  • Movie Buffs: 2
  • Netflix Addicts: 4
  • Live Event Nomads: 4
  • Agency-Lifers (aka workaholics): 3


TRÜF’s dog – Leon.

Does your agency have a cool origin story?

After working in big advertising for many years we realized our passion was really in the branding part of it all. We started TRÜF as an antidote to corporatized branding – a place where we could produce the best work for our clients without all the red tape.

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Monika Kehrer (Co-Founder & Design Director), Adam Goldberg (Co-Founder & Creative Director)

See any trends, LA Natives VS Transplants?

1 native, 2 transplants, 4 mixed nuts. We’re noticing that a lot of creatives are migrating to Los Angeles from the East Coast more than ever. It’s probably a combination of great weather and a booming tech industry. And tacos.

Most Interesting Physical Thing in Our Office?

A giant, bright red, plastic toothbrush – it’s probably 5-feet tall and perfectly scaled up. It’s so awesomely stupid.

“Our clients don’t come to us to be noticed. They come to us to be remembered. They also come to us for great cocktails – but that’s another story.”

– Adam Goldberg, Creative Director & Co-Founder


Partners in Crime

In 10 Words or Less, What We Do for Our Clients:

We create visionary designs for visionary clients.

3 Characteristics We Look for in Potential Clients:

  • Courage
  • Kindness
  • Trust


Our Clients Love Us Because:

We put in the work that’s necessary to get brand design right. We sweat the details. We’re unapologetically neurotic about it. We obsess about that stuff so that they don’t have to. And we tell it like it is.

Clients We’ve Helped:

The Knight Foundation, The Annenberg Foundation, Indiegogo, True Religion Brand Jeans, NRDC, American Friends Musee d’Orsay, ECHO Capital Group, and many more…

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LA Confidential

LA is known for entertainment (Hollywood, TV Shows, Games, etc.), how does your agency engage with the LA scene?

Cautiously! LA is so saturated with entertainment companies that we have to be selective about who we engage with. We want to collaborate with entertainment companies that truly want to do something unique or else they end up looking like everyone else – and so do we. We try hard NOT to specialize in any single business category. It keeps things interesting.


How do you view the creative landscape in LA? How is it different from other major cities?

LA’s creative landscape has always been very transient, youth-obsessed, experimental and kind of anti-establishment. There never seems to be an old guard or gatekeepers here (except for the entertainment biz), so I think that’s what keeps things weird and always in flux. New York City, for example, imposes its structure upon you. It’s immovable. LA allows one to create their own structure for better or worse. In other words: New York makes you, LA is what you make of it.

The #1 Thing We Love About LA:

The weather. Wait, no…tacos! How about eating tacos on a sunny day?


Best Food Spot in LA?

16. Best Food Spot in LA: Impossible question! I’ll just leave it at In-N-Out Burger (the secret menu).

What does #agencylife mean to you?

A life outside of the agency. Balance. Even though we obsess about design a little too much, it’s important to step away, turn off the machines, and experience other things. Recharge. That’s what makes the difference between your work life and your life’s work. And tacos.


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Daniel Kim