Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Business/Professional Services, Financial Services/Insurance, AST Financial and Professional Services

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

AST is a tech-enabled professional services firm that empowers private companies, IPOs, and mature public companies to achieve its goals through advisory, technology, and flawless execution. The majority of AST’s competitors compete in a single category, and not one provides the exact set of services that AST provides.


Formerly known as American Stock Transfer & Trust Company, AST was originally founded as a transfer agent in 1971. Through organic growth and strategic acquisitions, AST developed 23 distinct business units that provide service to issuers throughout their entire corporate life cycle. This met an industry need for more strategic advisory rather than just transactional administration.

Despite its newly developed breadth, AST’s perception remained that of a transfer agent, and it struggled to communicate its expanded service set and more strategic capabilities.


Informed by client interviews and industry research, we strategically combined the business units into a singular master brand. This new brand led to a new name (AST), a new brand architecture, and a new tagline (Maintain Your Momentum).

We developed an all-new brand identity and logo that leverage a warm, vibrant color palette and deliver Momentum – both distinct for the category. We banished the use of expected stock photography and developed a library that not only was fresh but also reinforced the brand identity’s energy.

The brand was activated in every possible touchpoint – led by a new, singular corporate website that consolidated all business units (and their 23 distinct websites). Also, we delivered a full suite of communications, including advertising, a collateral system, sales support, business cards and stationery, presentation templates, and environmental graphics.


The rebrand is just now reaching the marketplace, but it is already a massive success, receiving extremely positive feedback from AST’s board members, key stakeholders, employees, and, most importantly, the marketplace at large.


Client: AST Financial – www.astfinancial.com

Interim CMO, Lead client: Loretta Mockler
Senior Vice President Marketing, Lead Client: Sara Walsh
Head of Enterprise Project Management, Project manager: Martin Williams
Enterprise Project Manager, Project manager: Aderet Wrona

Brand Strategists/Designers: Starfish – www.starfishco.com

Managing Director, Project leader: Jeff Negrin
Senior Brand Strategist, Project manager: Daria Lavelle
Account Executive, Project facilitator: Emily Orr
Design Director, Lead Designer: Vasily
Junior Designer, Designer: Isabela Montalvo