Alex Ostroff on Saint-Urbain’s cosmic new site and creating unique voices that tell amazing stories

Based between NYC, LA, Montreal, Mexico City and beyond, creative agency Saint-Urbain are back with a bang. They have recently launched a new website, and with it, a considered rebrand – something that represents the spirit, evolution, and work of the practice. And to mark the occasion, Founder Alex Ostroff joins us for a chat. Here, he dissects all things Saint Urbain. From starting the agency from scratch to the impact of his family’s Montreal-based business on his own practice; as well as the many lessons he found in Mad Men throughout his career. Perhaps most importantly, Ostroff reminds us how having a personal, relationship-centred mindset is invaluable to running a creative business. PT: Hey Alex, how’s it going? How has 2023 been so far? AO: It’s been great! Obviously, running a creative agency isn’t easy and when I hang with other founders I instantly start complaining, but I’m honestly very happy and grateful for where we are as an agency. 2023, in particular, has been very special so far. We’re at a cool place when it comes to the most important things. We’ve perfected our process and our work is better than ever. We have an incredible team of people and it just feels like the past six years of hard work are paying off. I think it shows in the type of clients we’re signing and venture partnerships we’re embarking on. We also gave ourselves a little brand refresh and launched an awesome new website – something we’ve wanted to do for years!