Box Theory


You know those creative agencies whose “About” pages talk about “solving problems” and “telling stories”? Yeah, we're one of those. But we choose to describe ourselves in a slightly different way.

Simply put.. If you need assistance with a creative project, Box Theory is here to help.

We build and execute on a broad array of projects:

  • Websites
  • Interactive Projects (AR/VR Experiential)
  • Printing Projects
  • Identity Work
  • Podcasts
  • Original Music
  • Animation
  • Live Event Production
  • Exhibition & Video Production.

We consult and offer project management for your initiatives:

  • Identity
  • Brand Strategy
  • Brand Architecture
  • Brand Standards
  • Packaging
  • App Development
  • Photography

Let's talk!

Our Clients:

  • MTV
  • Ford
  • Discovery Channel
  • Jefferson University
  • Domino Records
  • Creative Mornings
  • Lego
  • Klip Collective
  • Greater Philadelphia Tourism & Marketing Corporation / Visit Philly
  • Mural Arts
  • Cleveland Museum of Art
  • Flying Dog Brewery
  • Toyota
  • Tylenol
  • Lego
  • Urban Outfitters

Here are just a few examples of our both fun and successful endeavors:

  • Designing a proof of concept for Discovery Channel Video Games
  • Building an interactive website for the artist Mark Dion
  • Developing a collectible card game for the City of Philadelphia
  • Designing an interactive outdoor drum machine for Philadelphia's Mural Arts Program
  • Programming and executing the 2008 domestic rollout of the Toyota Yaris.

Key Personnel

Laris Kreslins

Executive Producer

For over 20 years, Laris has been working with creative communities, small businesses, and big enterprises on endeavors both small and large. A diverse base of clients and project exposures provide him true insight into what it takes to align brands with communities. His extensive experience with brand management, marketing, community building, and multimedia production help to bring unique strategies to the table and to refocus business concepts gone astray.

Prior to establishing Box Theory, Laris first founded Lime Projects, a creative marketing and project management company focused on alternative marketing solutions for advertisers. Lime worked with nonprofits like the International Organization for Adolescents, Fortune 500 firms including Toyota and McNeil Pharmaceutical, and marketing consulting firm BrainReserve led by big-time strategist and author Faith Popcorn. After temporarily leaving entrepreneurial life, Laris worked as a producer for All Ages Productions before developing Box Theory with Justin Geller.

Laris is no less active in his personal life than he is in his professional one. He has founded and published multiple nationally-distributed publications including Sound Collector and Sound Collector Audio Review, both nationally distributed music journals, and the arts and culture magazine, Arthur. When time allows, he enjoys organizing special events, DJing, performing standup comedy, and writing poetry in his native tongue, Latvian. Laris is also affiliated with and supports several non-profit organizations including Creative Mornings Philadelphia, The Philadelphia Society of Free Letts, 215 Festival, and Friends of the Rail Park.

Justin Geller

Executive Producer

Since the early 90s, Justin has played an integral role in a multitude of projects and innovative collaborations. As an accomplished creator and producer, he offers extensive experience in managing diverse teams of artists. He brings a unique ability to understand the creative process from a designer's perspective and to translate that vision into results that are both on schedule and within budget.

Justin continues to have a creative impact on an ever-growing list of exciting projects. In his work with Klip Collective, he produced music for Longwood Gardens' projection and light display “Nightscape”; designed an animated, neon-lit walking bridge for the Fashion District's “End of Line”; and helped create LightBox, a four-story light installation at the Philadelphia Family Court Building. As music director for public art and history project Monument Lab, he regularly produces their podcast and contributed to cultural art projects across the City of Philadelphia including the design of “Logan Squared” (by Emeka Ogboh feat Ursula Rucker), a 36 speaker audio installation at the Free Public Library.

Justin truly enjoys working with creative people to achieve awesome things. This is true both inside and outside of the workplace. His musical inclinations have led him to working with many musicians, and he is currently a member of two groups: electronic pop act R3DLTTR and indie band Remote Places. He enjoys educating others about music as a guest lecturer at Haverford College (as the 2020 Artist-in-Residence) and his alma mater, Drexel University. Justin is also an active board member at Creative Mornings Philadelphia and was a mentor with the Institute of Hip-Hop Entrepreneurship's mentorship program.

Iryna Halaway

Marketing Manager

Originally from Ukraine, Iryna has lived in Philadelphia for nearly 15 years. With over a decade of experience in B2B tech marketing, Iryna has adeptly navigated roles in large enterprises and innovative startups.

Iryna's career in martech began in field marketing at EPAM Systems, a large enterprise company, where she excelled in promoting solutions through industry trade shows and conferences. At Culture Amp, an Australian HR Tech company, Iryna managed planning and logistics for large-scale events, including UNLEASH, Gartner, HR West, and Culture Summit. Seeking new challenges, Iryna explored various marketing disciplines such as campaign management, lead generation, conversion copywriting, and paid media strategy. Her transition from field marketing to demand generation, where she managed integrated campaigns and contributed significantly to team goals, is a testament to her adaptability and eagerness to learn.

Passionate about diversity, equity, and inclusion in the workplace, Iryna led an Employee Resource Group (ERG) for working parents and caregivers. Her leadership in this role, working closely with executives and gaining valuable mentorship, is a testament to her commitment to fostering an inclusive work environment. A relentless learner, Iryna continually seeks to upskill in marketing and personal development. She balances professional commitments with personal passions, including hosting dinner parties, creating memorable experiences, and practicing yoga.

Dalasie Michaelis


As front-end web developer/designer and graphic designer, Dalasie brings more than ten years of experience in his field. His beginnings as a web developer at the public radio show Marketplace included projects supporting on-air specials and his complete redesign and development of the show's website. After his years with Marketplace, he worked as a contractor for web firm Brass9. There he was repeatedly hired to assist in the development of both websites and applications for many organizations including both regional nonprofits and multinational firms like Microsoft. Before joining the Box Theory team, Dalasie left contracting for a return to the public sector where he worked for Northern Arizona University. In this position, he designed and developed both sites and large-scale applications used by tens of thousands of students and faculty state-wide.

A Flagstaff local, Dalasie's artistic side was sparked by Arizona's natural beauty a few years back when he musingly created a few stickers featuring Flagstaff's landscape. They were such a hit that he decided to start a sticker business as a hobby. Dalasie continues to design and print colorful, locally-inspired decals that are popular with locals and tourists alike. And whether working or stickering, he almost always has a cup of coffee in at least one hand. Dalasie is also a proud Native American and an enrolled member of the Navajo tribe.