Project details


Advertisting & Media, Brand Identity & Design, Brand Naming, Brand Story, Brand Strategy, Marketing Strategy, Website Design


Formerly American Stock Transfer & Trust Company, AST grew from a singularly focused transfer agent into a multifaceted firm with twenty-three distinct business units. However, the brand was never reconciled with this business expansion and continued to go to market with more than 11 individual brands and more than twenty individual websites.

Starfish transformed this disparate set of brands into a singular powerhouse brand under a new name – AST – and an all-new brand strategy, redefining the operational financial services company as a forward-leaning professional services company. A newly organized brand architecture provided the foundation for a targeted messaging strategy, and a warm and vibrant brand identity, new corporate website, and broad suite of communication assets delivered an entirely new player into the marketplace.

Starfish was awarded a 2018 Rebrand 100® Global Award for the AST rebrand, an award recognizing excellence in brand overhaul.

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