photograph of lobby sign - a mounted sign features the Starfish company name, with a red starfish on the right, all set atop a background of a kelp bed

The Starfish (Re)Brand: How We Handled Our Redesign

The Client

We’ve known this client since day 1. It’s us! After approximately 11 years in business, Starfish Signs & Graphics needed to renew our signage and branding, so we embarked on a brand refresh project.  

As a custom sign design, fabrication, and installation company, we are somewhat of a generalist. Every project is different, and over the years we have worked with our clients on a range of unique projects. However, our focus has evolved over the years, and it was time that our brand reflected our current style, personality, and culture. While we still serve a variety of markets, our general focus involves branding and transforming commercial, professional, and retail space. We distinguish ourselves through outstanding design, responsive service, and flawless execution.  

With that vision in mind, we worked with our partners at Shift Collaborative to clarify our message and update our logo. 

Challenges & Solutions

When embarking on a brand refresh, it’s important to step back and reflect on all aspects of your company, work, clients, and community. That is a large undertaking, especially while still running the day-to-day operations of making sure our clients’ brands stand out! 

Shift facilitated this process through their exerciseSHIFT discovery format. We took an afternoon to examine who we are and who we want to be. We reflected on our company’s past and our goals for the future. After taking lots of notes, making many sketches, and working through important exploration, Shift developed a full brand refresh, including visual brand marks and messaging that reflect our values, internal culture, and years of experience. 

We were excited to implement the new brand digitally – on our website and social media – and, of course, physically in our offices. 

The Results

We understand the power of a striking lobby sign. They greet customers, guests, and friends as they enter the lobby. In our case, they showcase our fabrication skills and creativity. If you’ve ever wondered how we develop new ideas, we often try them out in our office and studio. When you visit us, you can see many of the experiments and prototypes we have built over the years.

We used several materials for the new lobby sign, including a sleek stainless steel background panel, digitally printed graphics, and routed acrylic letters. As an added twist, the graphics were aided by an AI design algorithm. This combination of materials provides visual interest in depth, texture, and contrast.  

Signage Types


  • Window Graphics


  • Stainless Steel Lobby Sign
  • Room ID and directional signs

Capabilities Used

  • Consulting & Estimates
  • Project Management
  • Fabrication
  • Installation 

Feeling Inspired By Our New Lobby Signage?

We would love to help with your signage and graphics, whether you are doing a brand refresh, developing a new brand, or starting a new business. We will listen closely to your vision, and our graphic design team will help you translate that vision into a physical reality. Give us a call today at 949-539-0251.