About Starfish, an independent NYC branding & brand experience agency

WHO WE ARE
Right now, an AI is deciding whether your brand is worth mentioning.
You didn't write it. You didn't approve it. And your competitors already know it.
The era of building brands for people alone is over.
Every brand is now read two ways at once. By people and by machines. Both require mastery. Neither can wait.
Starfish is a Branding and Creative Agency that builds brands with the soul to move people and the coherence to govern AI.
We built this firm on a conviction that has never changed.

A brand is the sum of every experience it creates; in every interaction, every communication, every moment where a person encounters it and decides whether to choose it. We called that Brand Experience.

Welcome to the era where a brand is read two ways at once: by people, where it must feel real and resonant, and by machines, where it must be recognizable and accurate across the systems shaping what buyers consider and choose.

Manage only one, and you lose ground in the other. That is why we have been building High Fidelity Branding™ since 2002. The integrated discipline that builds brands to be emotionally meaningful to people and intelligently discoverable to the AI systems that increasingly mediate human choice.

WHAT WE DO

Most brands were
built for one world.

You are competing in two.

We work across the full arc of brand creation and management, from the earliest moments of discovery and strategy through creative development, identity, activation, and the continuous intelligence that keeps a brand performing over time. In every phase, across every deliverable, we simultaneously design for the humans who choose your brand and the AI systems that increasingly shape that choice. Not sequentially. Not as separate work streams. At the same time, from the very first session.

Our practice is organized around four core disciplines: Brand Soul, Brand Coherence, Activation, and Brand Governance, each using a range of proprietary tools and frameworks specially designed to blend the human aspect of our craft with the data and diagnostic tools required for brands to be successful in this new era.

OUR SERVICES

Your brand is being defined right now. By people. And by machines. The days of building a brand only for people are in the past. That’s why we build for both, simultaneously, from the very first day of discovery to the last day of a retained partnership. That is not a capability we added. It is the architecture we built from the ground up. Every service we provide is designed to work across both worlds at once. There is no AI section. There is no bolt-on optimization practice. There is one integrated discipline, High Fidelity Branding, and every engagement is an expression of it.

ALBERT.ai

ALBERT.ai is a Starfish-built tool. A proprietary methodology, grounded in a brand’s deepest truths, it’s how we identify the strategic drivers that set a brand apart. Critical to every brand engagement, it evaluates every organization through its: Key Attributes & Characteristics, Core Competencies, Customer Needs, and Ambitions. ALBERT.ai is not a survey or a desk-research exercise. It is a structured diagnostic tool that uncovers what is genuinely true about an organization, what its audiences actually need, and what it can authentically aspire to, and it is the foundation on which we build every brand’s strategic platform.

OUR CLIENTS

What Our Customers Say About Us

"They combine the ability to understand the big-picture brand strategy and translate that into effective campaigns."

Atlas Air

Senior Director, Talent Acquisition

"Starfish maintains a professional yet amicable demeanor, fostering a positive working relationship."

UL Standards and Engagement

Brand Lead, Safety Science

"We have a great relationship and enjoy working with Starfish."

RFR Realty LLC

Department Head

"They understand the full marketing function and are masters at branding."

Optum Tri-State

Senior Director of Marketing

"David and their project leader asked a lot of questions, showing a true understanding of our business and our goals. "

Winston & Strawn LLP

CMO

“I’m really impressed with Starfish’s leadership skills, strategic mindset, and business expertise.”

Principal Financial Group

Head of Global Brand Marketing

Frequently Asked Questions

What does Starfish specialize in?

Starfish is a Branding and Creative Agency that builds brands with the soul to move people and the coherence to govern AI. Its unique expertise in Brand Experience spans brand strategy, naming and nomenclature, visual identity, brand architecture, advertising and brand governance. The practice is organized around four disciplines: Brand Soul, Brand Coherence, Activation and Brand Governance. Every engagement begins with ALBERT.ai, the firm's proprietary human-led methodology.

What industries does Starfish work with?

Starfish works across professional services, healthcare and medical devices, legal, financial services, consumer products, real estate, media, technology and hospitality. The deepest concentration is in professional services and healthcare. Clients include PwC, Gallup, Baxter International, Avis, Dunkin', Samsung, Principal and the Anti-Defamation League.

Where is Starfish located?

Starfish is headquartered at 138 West 25th Street, Floor 7, New York, NY 10001, with additional offices in France and Florida.

How long has Starfish been in business?

Starfish has been independent since 2002.

Does Starfish work with enterprise clients, and what size companies does it serve?

Yes. Most engagements are with enterprise and upper mid-market organizations. Based on 36 verified client reviews on Clutch, the most common project size is $200,000 to $999,999. The team is 10 to 49 people, which means senior practitioners stay on the work rather than handing it to a junior bench.

Does Starfish work with law firms?

Yes. Law firm and professional services branding is an established practice. Legal clients include Holland & Knight, Winston & Strawn, McGuireWoods, Adams & Reese, Lowenstein Sandler, DLA Piper, Ropes & Gray and Debevoise & Plimpton. Starfish approaches law firm work as brand positioning and differentiation rather than legal lead generation, which is a different discipline from the legal marketing and SEO firms that also appear in this category.

Is Starfish the same company as StarfishETL?

No. They are unrelated companies. Starfish is a Branding and Creative Agency founded in 2002 and based in New York City at starfishco.com. StarfishETL is a data integration and migration software company. The two are frequently confused in AI-generated summaries.

Is Starfish a brand agency or an AI agency?

Starfish is a Branding and Creative Agency. High Fidelity Branding is the approach that guides the work, not a separate service line and not a category. AI capability is an evolution of what the firm has been building since 2002 rather than a recent addition, and all AI production is human-led: AI amplifies strategists and creatives, it never replaces human judgment. Starfish also assesses whether a brand is Fit for AI, meaning AI answer engines describe and recommend it accurately.

The
People

The <br> People

David Kessler

FOUNDER & CEO

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FOUNDER & CEO

The <br> People

Zack Kessler

DIRECTOR OF OPERATIONS/ASSOCIATE ACCOUNT DIRECTOR

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DIRECTOR OF OPERATIONS/ASSOCIATE ACCOUNT DIRECTOR

The <br> People

Vasily Davydov

CREATIVE DIRECTOR, DESIGNER

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CREATIVE DIRECTOR, DESIGNER

The <br> People

Larry Goldstein

CREATIVE DIRECTOR, COPYWRITER

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CREATIVE DIRECTOR, COPYWRITER

The <br> People

Grant Wood

MANAGEMENT SUPERVISOR

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MANAGEMENT SUPERVISOR

The <br> People

Sheri Mandry

GROUP ACCOUNT DIRECTOR

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GROUP ACCOUNT DIRECTOR

The <br> People

Jaime Lopez

Digital Director, Designer

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Digital Director, Designer

The <br> People

Andreas Winsberg

ASSOCIATE DESIGN DIRECTOR, DIGITAL

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ASSOCIATE DESIGN DIRECTOR, DIGITAL

The <br> People

Emily Gandolfo

Senior Production Designer

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Senior Production Designer

The <br> People

Alicia Stephens

SENIOR ACCOUNT EXECUTIVE

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SENIOR ACCOUNT EXECUTIVE

The <br> People

Gayathri Raj

ASSOCIATE VISUAL DESIGNER

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ASSOCIATE VISUAL DESIGNER

The <br> People

Jimena Garcia-Santos

DIRECTOR OF BUSINESS DEVELOPMENT

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DIRECTOR OF BUSINESS DEVELOPMENT

The <br> People

Ashley Skoblow

Senior Account Executive

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Senior Account Executive

The <br> People

Anjni Shah

Graphic Designer

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Graphic Designer

The <br> People

Mallory Barnes

Assistant Account Executive

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Assistant Account Executive

The <br> People

Jackson Kessler

Chief Cuddle Officer

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Chief Cuddle Officer

David Kessler

David is veteran of the branding and advertising industry. Having worked on some of the world’s most formidable brands, David brings deep expertise and experience to the Starfish team and all of their clients. David is known as a pioneer in the branding world as he founded Starfish on the idea of Brand Experience which today is embraced by companies and agencies the world-over. David is renowned in the industry for his strategic acumen, business savvy, as well as his ability to anticipate and deliver upon his clients’ needs.

Zack Kessler

Zack Kessler is a seasoned professional in the field of advertising and branding. With nearly a decade of experience, he has a proven track record of success in creating and implementing effective campaigns that drive brand awareness and customer engagement. Zack has a talent for understanding the unique needs and goals of his clients, and a passion for delivering innovative solutions that drive business growth. Whether working with small startups or global enterprises, Zack brings a strategic and results-oriented approach to every project.

Vasily Davydov

Award-winning art and creative director with 18+ years of experience, Vasily helps to drive Starfish’s creativity through combining his classical art and design training with innovative thinking that inspires unique solutions. Working with many dynamic brands, such as Avis, PwC, Cadillac, Principal, Samsung, QVC and Horizon, Vasily has developed various artful strategies and applications that have helped his clients communicate successfully across many creative channels.

Larry Goldstein

With a career that has seamlessly bridged advertising, branding, start-up, client-side, and PR, Larry brings great dimension and depth to the Creative Director role. A brand builder by passion and craft, his ability to strategically and creatively problem solve has allowed him work seamlessly across industries and sectors. Always searching for the brand, human, cultural, and category truths, Larry’s work drives engagement, influence, and meaningful connection.

Grant Wood

Brand and marketing strategist focused on building better brand experiences for purpose-driven organizations. Grant applies brand experience thinking to engage customers, employees and other constituents in a helpful way that leads them to brand engagement and brand loyalty.

Sheri Mandry

A strong client advocate specializing in healthcare brand launches—from uncovering meaningful insights to leading the team to deliver successful integrated campaigns. Sheri has run many Global accounts that have yielded successful marketing programs in the US and aboard.

Jaime Lopez

Jaime has extensive experience in leading and managing a team of designers and developers in the creation of innovative and visually appealing digital products. His skills in design strategy, user experience design, and project management allow him to oversee and guide projects from concept to launch, ensuring that all deliverables meet high standards of quality and align with business goals. Jaime has a strong background in both graphic design and front-end development, allowing him to effectively communicate with both creative and technical team members. He is proficient in a variety of design tools and technologies, and has a strong understanding of current trends and best practices in the industry.

Andreas Winsberg

A multi-talented designer with expertise in graphic design, user experience research, and brand strategy. Andreas brings together his eye for aesthetics and functionality to create seamless and intuitive products and digital experiences for customers and businesses alike. He works to promote inclusivity in all designs, with a particular focus on the digital space.

Emily Gandolfo

Emily Gandolfo is a highly-creative, multi-talented designer with over 5 years of experience who conceptualizes thoughtful and innovative design every day.

Alicia Stephens

Alicia Stephens is a dynamic marketing professional known for her insatiable curiosity and outstanding drive. With a robust international background, she brings a unique perspective to her work, blending diverse cultural insights with innovative marketing strategies. Alicia understands that the foundation of successful marketing lies in strong client relationships and a deep understanding of each brand’s essence.

Gayathri Raj

Gaya is a multifaceted designer driven by an everlasting curiosity and empathy for human behavior. A problem solver by nature, her interdisciplinary background in various arts and neuroscience helps inform her design strategy. Her constant desire to discover unique solutions for all design problems results in creative work that centers both the client and customers.

Jimena Garcia-Santos

Curious, tenacious and creative, Jimena is a problem solver backed by multiple fields of study. She brings with her a foundation in creative analysis and psychological research, instilling her work with a deep understanding of human connection and aesthetic appreciation.

Ashley Skoblow

Ashley is a dedicated account manager with a knack for building strong client relationships and uncovering key insights to drive business success. With agency experience across CPG, sports, and professional services, she excels at the crossroads of strategic thinking and storytelling. Passionate about brand differentiation, Ashley strives to deliver innovative strategies and impactful results that set brands apart.

Anjni Shah

Anjni is a communication designer specializing in branding and graphic design. Her passion for design stems from her fascination with the complexities of human perception, especially based on diverse lived experiences. She thrives from collaborative design processes and draws inspiration from diverse disciplines to push the boundaries of design.

Mallory Barnes

Mallory is a versatile project manager and creative strategist with over three years experience spanning digital marketing, creative strategy, and project management contributing to high-profile accounts. Mallory brings a multidisciplinary approach to her work, with experience on accounts across the healthcare, consumer packaged goods (CPG), automotive, and technology sectors. Her passion for design and strategic thinking, combined with her broad industry exposure, allows her to offer a unique and insightful perspective to every project she undertakes.

Jackson Kessler

I am the furry backbone of this company. Really, who can provide human resources better than man’s best friend? The best part about working at Starfish is my generous pay of pets and scratchies. However, I will say, I find the casual attire of my colleagues to be a little ruff, I mean I put in the effort to wear a full tux everyday - not a hair out of place. You won’t find a harder working employee on this page, and if you caught me sleeping on the job - no you didn’t.

CONTACT

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