High-quality Desgns

What we do

At ReDefine, we do not just understand your complexities of cross-cultural branding —they are solved. We truly understand the difficulties faced by small businesses while creating a brand campaign for a diverse, cross-cultural market. The challenge is not just in the direct translations, which often fall flat when crossing cultural borders, but in the deep-rooted differences that make one demographic’s advertising a mismatch for another. 

The disparity between advertising methods becomes simply evident when compared side by side, highlighting the need for a subtle approach. We are here to reimagine and revitalize the image of Asian media within the American landscape, while simultaneously helping our Western clients tailor their brand identities to resonate with Asian audiences.  Our name carries more weight than just its direct meaning—it’s a sign of our ethical commitment. The highlighted “de” in ReDefine is not merely decorative; it’s a nod to the Chinese character “道德 (dao de),” which signifies integrity. This principle guides every aspect of our work, ensuring our efforts are grounded in honesty and ethical practice.

Our founder’s journey, shaped by a rich heritage as an immigrant of Chinese and Vietnamese descent and honed by the discipline of a U.S. Marine Corps veteran, fuels our deep connection to community and purpose. This connection extends beyond business; it is woven into the very fabric of our company through involvement in numerous community projects and non-profits. ReDefine is not just one entity; it’s a multifaceted powerhouse. Our core unit is dedicated to Asian gastronomy and small businesses, working hand-in-hand with clients to design, print, and sculpt their brand image into something remarkable. 

On the other hand, ReDefine Community embodies our commitment to social responsibility, focusing on collaborations with local nonprofits. Over the years, we’ve forged strong partnerships with esteemed groups like the San Francisco Chinatown Lions Club and the Comfort Women Justice Coalition, working tirelessly to make a difference. We don’t just aim to redefine branding; we redefine what it means to be a brand with purpose, integrity, and a profound respect for the cultural nuances that make each market unique.