Since it's inception in the 1990's, Definitive has been pushing the bondaries of what high fidelity means with powered carbon fiber subwoofers, alloy composite tweeters, and multi-polar arrays that fire in all directions. When I came in as Chief Design Officer at Sound United I made it my personal mission to make Definitive products look and feel as powerful as they sound. I started with the brand mark itself, redesigning it to be strong, bold, and pure. Then sharpened the brand position, aspirational persona and defined a brand language that shared the same values as the acoustics. Truth through design.
Michael and the team speaking about the design of the Definitive Technology BP9000 series of home theater speakers