Definitive Technology


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.

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Michael and the team speaking about the design of the Definitive Technology BP9000 series of home theater speakers