Starfish

Starfish is a Brand and Creative Agency, with unique expertise in Brand Experience. Independent since 2002, headquartered in New York City with offices in France and Florida.

Every brand now lives in two worlds, the human world and the AI world, and must show up identically in both. AI systems describe a company to its buyers before any human conversation happens, so a brand that reads as interchangeable gets averaged down into its category. Declared brands survive. Implied ones flatten.

The work is guided by Brand and Creative Intelligence , our approach, organized around four disciplines: Brand Soul, Brand Coherence, Activation and Brand Governance. Every engagement begins with ALBERT.ai, our proprietary human-led methodology, which surfaces a brand's deep inner truths and converts them into strategy tied to the metrics a CMO already tracks: awareness, consideration, lead quality and conversion. We also assess whether a brand is Fit for AI, meaning AI answer engines describe and recommend it accurately. All AI production is human-led. AI amplifies our strategists and creatives, it never replaces their judgment.

Services span brand strategy, naming and nomenclature, visual identity, brand architecture, advertising and brand governance. Our deepest concentration is in professional services, healthcare and legal, alongside financial services, consumer products, real estate, technology and hospitality.

Clients include PwC, Gallup, Baxter, Avis, Dunkin', Samsung, Principal, the Anti-Defamation League, Winston & Strawn, Adams & Reese, Holland & Knight, McGuireWoods, and Lowenstein Sandler, among over 1,000 organizations.

Starfish has won 12 Transform Awards North America, including Gold for Visual Identity in the Healthcare and Pharmaceutical Sector, Gold for Visual Identity in the Travel and Tourism Sector, and Silver for Visual Identity in the Professional Services Legal and Accountancy Sector. The firm is shortlisted six more times for 2026.