Definition

Defining moments that matter

Client

Definition

Services

Naming, Brand identity, Design, Web, Brand guidelines

Sector

Public Relations

Defining moments that matter

The Brief

Following their merger, Acceleris and Limelight wanted to rebrand in order to bring unity to their new organisation. Being in the PR business, they came to us with clear ideas about their brand story but needing some support in naming their new entity and realising their new brand identity.

Background

Definition is national and international PR, Communications and Reputation Management Agency based in London, Harrogate and Dubai. Specialising in both corporate communications and personal brand development for executives and entrepreneurs, they have gained national and international recognition, with over 60 awards across the public, private and third sectors.

The Solution

From initial conversations we learned that it was important to avoid anything to masculine or heavy handed, this brand needed a neutral sophistication and minimalism. Following an exhaustive naming process, the client settled on definition which immediately unlocked the visual metaphor of light and shadow.

Defining moments that matter

The Brief

Following their merger, Acceleris and Limelight wanted to rebrand in order to bring unity to their new organisation. Being in the PR business, they came to us with clear ideas about their brand story but needing some support in naming their new entity and realising their new brand identity.

Definition is national and international PR, Communications and Reputation Management Agency based in London, Harrogate and Dubai. Specialising in both corporate communications and personal brand development for executives and entrepreneurs, they have gained national and international recognition, with over 60 awards across the public, private and third sectors.

Following their merger, Acceleris and Limelight wanted to rebrand in order to bring unity to their new organisation. Being in the PR business, they came to us with clear ideas about their brand story but needing some support in naming their new entity and realising their new brand identity.

From initial conversations we learned that it was important to avoid anything to masculine or heavy handed, this brand needed a neutral sophistication and minimalism. Following an exhaustive naming process, the client settled on definition which immediately unlocked the visual metaphor of light and shadow.

Defined by light

After several experiments into ways to visualise the concept of ‘definition’, we found that the most minimal and purest expression was to use light and shade. The idea was simple, an identity ‘defined’ by the way light shone on it, in the same way that reputations are defined by the way a story is told. The idea was to get as close to a blank page as possible, as this is the starting point of all stories, then we would add calm, elegantly assertive typography and a wordmark made from light and shade.

Definition logo detail
Definition logo detail
video
Definition Business Card
Business card strapline
Business card brand detail

Smart card

Just like one of Definition’s values, we ‘thought differently’ about their business card. To create a highly sophisticated but quietly confident card, we blind debossed their logo into thick ice white stock. The result is a wordmark execution that is literally defined by light, adapting to its surroundings in the same way that Definition adapts to its clients, ever present but never overbearing. With its understated intelligence, this is an elegant introduction for a more civilised client … a smart card for smart people.

Definition website screenshot
Brochure cover
Brochure open spread
Definition strapline
Definition guidlines
Brand banner
Definition social
Definition flyer
Stationary
Branded water bottle
Branded pen