When Premier International was approaching its 40th anniversary, the company found itself at an important inflection point. Most recognized for its work in data migration, the company had expanded into data strategy, modernization, analytics, and AI readiness. Yet its brand reflected the company it had been—not the one it had become.
Spire was engaged to refresh the brand and help close that gap.
Our task was to develop a brand that aligned with the company’s evolution and clarified its true breadth of capabilities. What emerged was “Definian”—a new name and identity that captures the cultural shift, better describes what the company does, and positions them for the next era of data and AI.
“Our industry is moving quickly into an AI-driven era, and none of that progress is possible without trusted, reliable data,” said Craig Wood, CEO. Definian reflects our commitment to preparing leaders for what comes next by giving them the strategy, modernization, and clarity they need to move forward with confidence.”
How Spire shaped the Definian rebrand
The name is rooted in the idea of defining what’s next. It reflects a company built to help organizations make their data reliable, ready, and most importantly, actionable.
Spire’s strategy centered on bringing cohesion to a company with deep history, expertise, and culture but an outdated narrative. The messaging framework repositions the organization as a full-service, future-focused data partner. The crisp, modern visual identity reinforces precision, clarity, and forward movement—the principles at the core of their work.
To support this transformation, Spire delivered a comprehensive rebrand that included:
- Renaming and brand story development
- Logo design
- Messaging and positioning
- Website design
- Comprehensive brand style guide
“The reaction across the company has exceeded anything we expected. Definian didn’t just give us a new identity, it reignited belief in who we are and where we are going. Our people feel it and our clients see it.”
– Craig Wood, CEO of Definian
A stronger platform for the next 40 years
With its new name and identity, Definian enters its next chapter with a clearer promise and a brand designed for long-term growth. The company retains the trust and results that have defined it for decades, now supported by a modern identity built for an AI-driven world.
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