Brand Experience Design Services

Top Down, Inside Out Branding

What is brand experience design, and how is it different from experiential design?

Experience design is often confused with experiential design, which typically refers to events, activations, or temporary brand installations. At Starfish, we define brand experience design as something far broader and more strategic. It is the deliberate design of every way customers, employees, and stakeholders interact with a brand.

This means starting at the C-suite, aligning leadership around a clear experience strategy, cascading that vision internally across culture and operations, and finally bringing it to life across customer-facing touchpoints. We call this top-down, inside-out branding, ensuring the experience is consistent from the boardroom to the frontline and from the frontline to the marketplace.

As a dedicated brand experience design agency, we help organizations craft holistic, meaningful, and measurable experiences.

What are the dimensions of brand experience design?

Brand experience design spans multiple dimensions, each of which shapes how people perceive and connect with a brand:

• Sensory: Visual, auditory, tactile, olfactory, and even gustatory elements that make the brand immediately recognizable
  
• Affective: Emotions that foster deep, lasting connections between people and the brand
• Behavioral: Interactions that influence how customers engage with and act on brand touchpoints
  
• Intellectual: Stimulating curiosity, problem-solving, and cognitive engagement with the brand
  

By strategically leveraging these dimensions, Starfish designs experiences that strengthen preference, increase loyalty, and create advocates.

How does Starfish approach experience design as a business strategy?

Experience design is not just about improving interactions. It can serve as a transformative business strategy. Brands that prioritize experience design often outpace competitors by solving customer pain points in ways that create both emotional resonance and business value.

As your experience design agency, Starfish evaluates business models, operations, and customer journeys to uncover opportunities for experience-driven innovation. By approaching branding through the lens of experience, we help organizations turn customer insight into a sustainable competitive advantage.

What is Starfish’s brand experience design process?

Our comprehensive methodology ensures that every experience is intentional, cohesive, and measurable:

• Experience Audit: Assessing current brand interactions across all touchpoints
  
• Customer Research: Understanding needs, expectations, and frustrations
  
• Experience Strategy: Defining how the brand should be experienced across the customer journey
  
• Concept Development: Designing innovative experience concepts aligned with brand positioning
  
• Prototyping and Testing: Iterating and refining through customer and stakeholder feedback
  
• Implementation Planning: Translating strategy into actionable programs and systems
  
• Measurement Framework: Establishing KPIs to evaluate a company’s ability to deliver a distinct and satisfying experience over time
  

This structured process allows brands to move from definition to delivery with clarity and confidence.

What types of experiences does Starfish design?

Our experience design services span the entire ecosystem of brand interactions:

• Physical Experiences: Retail environments, product packaging, workspace design, and environmental branding
  
• Digital Experiences: Websites, mobile apps, e-commerce, social platforms, and AR/VR
  
• Service Experiences: Customer service interactions, support systems, sales processes, and loyalty programs
  
• Employee Experiences: Internal communications, culture programs, and engagement initiatives
  

By integrating across these realms, we ensure the brand is experienced consistently both inside and outside the organization.

What is the business impact of brand experience design?

When designed holistically, brand experience delivers measurable business outcomes:

• Stronger differentiation in crowded markets
  
• Increased customer acquisition, retention, and lifetime value
  
• Higher conversion rates and transaction values
  
• Improved customer satisfaction and Net Promoter Scores
  
• Greater employee engagement and alignment
  
• More effective marketing and communications spend
  

Ultimately, experience design transforms branding from surface-level expression into a driver of loyalty, advocacy, and growth.

Why choose Starfish as your brand experience design agency?

For more than two decades, Starfish, located in NYC, has been a leader in experience-driven branding. We understand that a brand is the sum of all its experiences, and we ensure those experiences are defined at the top, embedded inside the organization, and delivered consistently to customers.

Our top-down, inside-out branding approach makes us unique among agencies. We help clients design external experiences and align leadership, employees, and culture to deliver them authentically.

Ready to craft meaningful brand experiences?
Contact Starfish today to learn how our brand experience design services can help you design, deliver, and measure experiences that drive both connection and growth.