Define

Overview

Define approached Claire Hartley and me to help celebrate their upcoming 10-year anniversary with a refreshed brand and website.

The new brand retained elements of their original logo and history but evolved with an expanded color palette, a focus on textures relevant to their work, and playful uses of circles.

Through a series of workshops with the Define team, we established the website’s structure, prioritizing projects, project updates, journal entries, and their practice. Working closely with Gavin Auty, we developed a tone of voice and taglines that reflected their ethos and aspirations, delivering impactful messaging with minimal words.

The final visual design was bold and visually engaging yet simple, setting Define apart from other design practices in the field. The modular grid provided consistency across pages while allowing for flexibility and customization in the layout.

The website is fast-loading, with smooth transitions and subtle animations that enhance the user experience on both desktop and mobile.

Despite some delays, the project culminated in a successful launch in late 2021. The new website better represents the Define team, their work, and the refreshed brand.

Update

The website was replaced in late 2024 so the current site no longer reflects the designs below.