Defining moments that matter
Client
Definition
Project
The Definition Merger Rebrand
Services
Sectors
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.
The Solution
From initial conversations we learned that it was important to avoid anything too 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 too 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.
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.
Although we only launched our new name and brand a year ago it feels like a well-tailored suit we’ve been wearing for years and the Better team were fundamental in helping us realise this. We took a risk potentially losing the respected brand equity we’d created over the last 14 years in Acceleris and Limelight, but it was the right move and Better exceeded expectations in capturing the essence of Definition and what we stand for. Our new name and look has unified us and better represents our belief in the power of reputation as a driver of personal and business opportunity. I also believe it’s been a key factor in us raising the bar on the calibre of international work we have won this year - often against global agency networks.
Louise Vaughan
Managing Director & Co-Founder, Definition
