We’re a small studio with big ideas and big ambitions.
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.
In hospitality, every detail matters.
Hospitality is one of the few industries in which the product is inseparable from the experience itself. A hotel room is not simply a bed for the night. A restaurant is not merely food on a plate. A bar, café or venue succeeds or fails on something far less tangible: how it makes people feel.
This is an industry built not on transactions, but on memory, atmosphere and human interaction. People remember the mood of a space long after they have forgotten the details. The lighting. The soundtrack. The materiality of the menu. The warmth of the welcome. The story they tell themselves—and others—
about where they have been.
In hospitality, every detail matters. The interiors, the identity, the service, the tone of voice and increasingly the digital presence all contribute to a single impression. When these elements are disconnected, the experience fragments.
But when they align, something more powerful happens: the business acquires character, distinction and emotional resonance.
The strongest hospitality brands understand that branding is not decoration applied at the end of a process. It is the organising idea behind the entire experience. It shapes behaviour, defines culture and gives coherence to every touchpoint, physical and digital alike.
That is why hospitality brands must think beyond logos and graphics alone. They must consider how a place looks, sounds, feels, moves and lives in the minds of people. Because ultimately, the businesses that endure are not simply visited—they are remembered, recommended and returned to.
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,
03 — TESTIMONIALS
Our business has rocketed since we took out a branding kit from Redefine. We moved premises and had a rebrand and I couldn't be happier. I was personally skeptical, mainly because I thought funds could be spent better elsewhere but I know now, this rebrand from Redefine has took us to another level. I would recommend any business to use them for branding (apart from another Italian in my area 😂)
EVE, Il CAPITANO’S
“I couldn't be more impressed with the exceptional service and creativity provided by Redefine. Their innovative approach and attention to detail have transformed our brand identity, exceeding all our expectations. Highly recommended for anyone looking to elevate their brand to the next level!”
Joe, Property Investor
The guys at Redefine have always done an amazing, creative and well-thought-out job for us in a very professional manner but at the same time laid-back and fun! Highly recommend and looking forward to using them again!
CALLUM, HARDWARE
“Georgia, Tom and the team at Redefine are great to work with. We’ve worked with them on a number of projects over the past year from branding to interior design. They are professional, attentive and easy to work with. They have delivered some great work for the business so far and we look forward to working with them on future projects!”
Talia, Pasta Cosa
“Tom and Georgia helped develop a character to support our customer-facing comms and they absolutely nailed it! They integrated with the team easily, listened and understood our sector and business, creating something that worked so perfectly, first time. They've been so easy to work with and I'd recommend them to anyone as they delivered over and above what any of us expected. Thanks Redefine!”
Caitlin, Livv Housing
“Redefine and the team are amazing! The attention to detail is another level. They have spent a lot of time looking into the in's and outs of our business to truly understand us and our new business ideas. We are SUPER HAPPY! We highly recommend!”
Faye, Liverpool Locations