Redefine is a hospitality experience agency specialising in sensory strategy & design.
Recent Projects
MARANTO’S
Brand Strategy + Narrative
Visual Identity
Brand Activation
Social Media Management
Suono
Brand Strategy + Narrative
Visual Identity
Brand Activation
Social Media Management
92 DEGREES COFFEE
Brand Strategy + Narrative
Visual Identity
Brand Activation
R2A
Brand Strategy + Narrative
Visual Identity
Brand Activation
PIESMITHS
Brand Strategy + Narrative
Visual Identity
IL CAPITANO’S
Brand Strategy + Narrative
Visual Identity
Brand Activation
PASTA COSA
Brand Strategy + Narrative
Visual Identity
Brand Activation
Social Media Management
L’APERITIVO
Brand Strategy + Narrative
Visual Identity
Brand Activation
Social Media Management
Our Approach
We are a Liverpool-based hospitality experience agency designing brands, spaces and content that people feel, remember and return to.
Working across the 7 Brand Senses, we shape how places look, sound, feel and live in the real world—creating experiences that build connection, community and lasting impressions.
We are small by design. We work fast, collaborate closely and connect with our clients on a human level to create experiences people genuinely care about.
The Founders
Tom Woollam Creative Director
A self-taught graphic and type designer who started his first business at seventeen. Tom has worked at small and large agencies and client-side as Head of Brand, always seeing the bigger picture for clients to paint a clear path for the future.
Today, with over fifteen years of experience in branding and design, he has worked with global organisations to young, passionate startups helping them build, manage and cultivate their brands. He leads the creative process at Redefine, crafting and directing the vision for your brand and wider experience.
Georgia Woollam Creative Director
An interior designer who brings spaces to life through light, texture, purpose and architecture. Georgia has worked in the corporate space as well as the design industry, and understands deeply how to turn an empty shell into a flourishing hub of activity.
Day to day, she leads the team as head of accounts and studio management, acting as Redefine’s primary liaison for clients, suppliers and partners. On projects, Georgia designs spaces, curates materials and manages the implementation of interiors, signage, digital platforms and printed matter.
What We Do
PHASE 01
Brand
We begin by crafting the narrative and visual identity for your brand, creating a common thread and setting a solid foundation.
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Creating a name for your brand that is ownable and memorable.
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Writing the story of your brand and why people should care about it.
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Designing a contemporary logo system for your brand.
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Designing a typographic language for your messaging and brand communication.
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Curating a distinctive colour palette that separates you from competitors yet builds on the narrative of the brand.
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Piecing together the elements of the visual identity using balance and consideration of space.
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Illustrating artwork, icons and symbols that add depth and excitement.
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Designing brand guidelines to instruct the brand’s usage and a toolkit of files and artwork.
PHASE 02
Experience
Using our 7 Brand Senses framework, we collaborate with you to shape every meticulous detail of your guest experience.
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Crafting your spatial experience from moodboards to architectural plans, 3D visuals to guest experience mapping.
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Creating a plan of materials including interior finishes to menu paper.
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Creating bespoke playlists to create consistent, on-brand atmosphere.
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Choosing a brand scent and balancing different smells throughout the space.
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Refining dishes through ingredient and stock audits and designing a menu that works in practice.
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Reviewing rotas and staffing strategy and implementing brand culture to elevate guest experience.
PHASE 03
Activation
Next, we help you launch the brand. We design touchpoints, build the space and website, and manage print and signage installations.
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Project managing contractors to complete the design and fitout of your space.
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Design and installation of exterior and interior wayfinding.
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Art directing and shooting photography and video that sets you apart.
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Design and build of a bespoke website unique to your requirements.
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Rolling out the brand to your social profiles and creating launch posts.
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Design and print of menus, packaging and uniforms.
PHASE 04
Marketing + PR
Finally, brand awareness to get people through the door and keep them coming back, all whilst maintaining the original standard of the brand.
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Liaising with newspapers and local magazines to raise brand awareness.
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Creating social content calendars and executing photography and film content to amplify your reach.
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Connecting and working with local influencers who align with your brand to borrow their audiences.
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Planning and launching seasonal campaigns and collaborating with local brands that share your audience,