About
Tom Woollam is a brand strategist and founder of Redefine Studio, advising founders, leadership teams and organisations on how to build brands with clarity, purpose and long-term commercial value.
His work focuses on the strategic decisions that shape successful brands—from positioning, architecture and proposition development to identity, customer experience and organisational alignment. Rather than seeing branding as a marketing exercise, Tom believes it should be treated as a business strategy: one that influences culture, decision-making and sustainable growth.
Over the past decade, he has worked across a broad range of sectors, partnering with start-ups, established businesses and global organisations to define what makes them different and translate that into brands people understand, trust and remember.
Background
Like a lot of designers, I started by making things. Straight after college, I launched a small business designing posters for local bands and music festivals across Liverpool. I loved the creative side of it, but it didn't take long to realise that good design alone wasn't enough. I became far more interested in the thinking behind it all. Why did some brands connect with people whilst others didn't? What made one business stand out from another?
Wanting to learn properly, I joined Liverpool brand consultancy Nonconform for what was meant to be two weeks of work experience. I ended up staying for two years. It was there that I learned branding wasn't really about logos or colour palettes—it was about helping businesses understand who they are, what they stand for and why people should choose them.
From there, I joined Reckless in Chester as a digital and brand designer, where I spent the next four years working across a broad range of sectors, helping businesses build stronger brands and digital experiences. It gave me the opportunity to work on larger projects, collaborate with talented people and continue developing my understanding of branding from both a strategic and creative perspective.
By 2019, I felt ready to build something of my own.
I founded Redefine as a design and brand consultancy with a simple ambition: to combine strategic thinking with thoughtful design and help ambitious businesses build brands that people genuinely connect with.
Looking back, every step has shaped the way I think today. What started with designing posters has become a lifelong fascination with brands—not just how they look, but why they matter, how they create value and what makes people choose one over another.
Brands I’ve Worked With
92 Degrees Coffee
Allstoreys
ATIA Active
Cosi Living
Cusco Construction
Gabe’s Law
Host So Simple
Kip Candle Co.
LFC Foundation
Liverpool Metropolitan Cathedral
Livv Housing
National Football Museum
Piesmiths
ProDec
Roberts Group International
Sefton Council
Skaus Haus
Transport for London
Testimonials
“We came to Tom in the very very early stages of our business, and he helped us to really identify what we were about. Piesmiths has since grown from strength to strength and a big reason for this is our new branding. It has definitely helped us stand out from the crowd.”
— Dan Smith, Piesmiths
“Cannot speak highly enough of Tom. He absolutely nailed our company rebrand and all associated collateral. Big kudos to him for the guidance and ideas he’s come up with throughout this whole process.”
— Jess Taylor, Allstoreys
“The attention to detail is another level. Tom has 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!”
— Liverpool Locations
“I couldn't be more impressed with the exceptional service and creativity provided by Tom. His 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 Davies, Host So Simple
“I recently had a rebrand at Nicholson Studio and contacted Tom on the back of a recommendation. From start to finish, his approach was measured, diligent and challenged me to distil my message down to its bare essentials. As a small architecture and design studio, it's easy for this message to get lost in the many different types of projects we do. But Tom made sure this didn't happen. This thinking went on to drive the ideas behind my new graphic and website design, which I think encapsulates our simple, considerate approach to design in the same way.”