Definery

What Definery does

Definery is a privately held, founder-owned digital product design and innovation firm headquartered in Oakland, California. Founded in 2015 by Almitra Inocencio (CEO), Rich Brinkerhoff (Experience Design Director), and Alex Statom (Design Director), the company delivers a full lifecycle of design services—research (co-creation, contextual inquiry), strategy (product vision, persona development, concept analysis), UX design (user experience, interaction, process and service design), visual design (brand identity, UI systems, motion), and build (rapid prototyping, proofs of concept, website builds)—supplemented by staff augmentation and fractional leadership offerings. The technology foundation is design thinking methodology applied to digital product design rather than a proprietary software product, platform, or automated system; the firm's differentiator is its close-knit multidisciplinary team and selective, "invested" approach to client engagement.

Definery serves a hybrid client base spanning startups launching new products and established enterprises needing digital transformation or specialized design expertise, with publicly visible marquee logos including Meta, Salesforce, PayPal, Samsung, JPMorgan, BBVA, Harvard, Epic Games, Affirm, Blend, Pacific Life, Dialpad, and ZeroHash, alongside healthcare and biotech clients such as Rune Labs, Flo Health, Strive, Lively, and UCSF ImmunoX. The go-to-market is sales-led and direct, with project acquisition occurring through portfolio showcasing, client referrals, Clutch reviews, and direct outreach; pricing is custom and quote-based, structured as multi-year contracts. Revenue flows from a single professional services stream, and no external funding, acquisitions, or institutional ownership have been disclosed, implying bootstrapped operations.

The firm maintains a small team of 1–10 employees based in a single Oakland office, with no international offices, subsidiaries, or geographic expansion documented. Marketing channels are primarily organic social (Instagram, LinkedIn, Dribbble, Twitter, Facebook) and referral (Clutch), supplemented by case study portfolios. As of 2025 Definery is actively operating with no regulatory actions, no mergers or acquisitions, and no disclosed restructuring; growth signals are concentrated in vertical mix expansion (healthcare, clinical trials, security) and service-line extensions (staff augmentation, fractional leadership) rather than in headcount growth or geographic reach.

Name

Definery

Legal name

Definery

Website

https://definery.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Definery is a privately held, Oakland-based digital product design and innovation firm offering research, strategy, UX, visual design, and build services to startups and enterprises including Meta, Salesforce, PayPal, JPMorgan, and BBVA.

Ownership category

akta.pro rank

Product category

Digital Product Design Services

NAICS

Graphic Design Services (541430), Industrial Design Services (54142)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industry

Visual Identity & Brand Design Systems (BPAFAEAC)

Keywords

• Digital product design
• UX design services
• Design strategy consulting
• User research services
• Brand identity design

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Design & Innovation Services: Professional services revenue from research, strategy, UX design, visual design, and build services. Includes staff augmentation and fractional leadership offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Definery is a digital product design and innovation firm that delivers a comprehensive suite of design services spanning research, strategy, UX design, visual design, and build/implementation. Its offerings include co-creation and mixed method research, product vision and persona development, user experience and interaction design, brand and visual identity, motion and UI animation, rapid prototyping, proofs of concept, website builds, plus staff augmentation and fractional leadership services. The firm serves organizations needing end-to-end design execution for new product launches, expansion into new niches, or specialized design expertise without an in-house team.

Product overview

Definery is a digital product design and innovation company offering a comprehensive suite of services rather than a single unified software product. The core offering consists of six interconnected service areas: Research (co-creation, contextual inquiry), Strategy (product vision, persona development, concept analysis), UX Design (user experience, interaction design, process design), Visual Design (brand identity, UI systems, motion design), Build (rapid prototypes, proofs of concept, website builds), plus supplementary offerings of Staff Augmentation and Fractional Leadership. These services work together to take clients from initial concept through final implementation.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Services Research capabilities including co-creation, mixed method approaches, and contextual inquiry to inform product design decisions. Provided to clients needing early-stage product discovery and user insight work.
• Strategy Services Strategic consulting covering product vision development, persona development, and concept analysis to guide product direction for client organizations.
• UX Design Services User experience design, interaction design, and process and service design to create intuitive digital product interfaces for client organizations.
• Visual Design Services Brand and visual identity creation, user interface systems development, and motion and UI animations for polished digital experiences.
• Build Services Rapid prototyping, proofs of concept, and website builds to bring digital products to life for client organizations.
• Staff Augmentation Flexible staffing solutions to augment client teams with skilled design professionals on a project basis.
• Fractional Leadership Executive-level design leadership provided on a part-time or fractional basis to guide product strategy for client organizations.

Named customers29 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• IDEO: IDEO is one of the most established design and innovation consultancies, serving global enterprises across industries. Much larger and broader in scope than Definery, but competes for the same enterprise innovation and product design mandates and shares the design-thinking methodology positioning.
• Huge: Huge is a large digital experience agency offering strategy, design, and technology services across consumer and enterprise clients. Overlaps heavily with Definery's UX/visual design and brand identity work, but operates at significantly larger scale under a broader marketing-technology umbrella.
• Frog Design: Frog (now part of Capgemini Invent) is a globally scaled product design and innovation firm serving enterprise clients. Directly comparable to Definery in design-strategy and digital product offerings, but operates at significantly larger scale and with broader delivery capability.
• Method (now part of GlobalLogic): Method is a global experience-driven design and engineering firm acquired by GlobalLogic, serving enterprise and consumer clients. Comparable to Definery in integrated design-engineering capability and enterprise client focus, but with significantly larger scale and a global delivery model.

Direct peers

• ustwo: ustwo is a digital product studio that designs and builds apps and digital experiences for clients across fintech, health, and mobility. Closely matches Definery in service scope (research, strategy, UX, build), boutique-but-global positioning, and product-design-first ethos.
• Instrument: Instrument is an independent brand and product experience studio offering strategy, design, and technology services to enterprise clients. Closely comparable to Definery in boutique size, enterprise focus, selective engagement model, and integrated brand+product capability.
• Pentagram: Pentagram is a partner-led design firm specializing in brand identity, visual design, and digital design for major global brands. Comparable to Definery in boutique structure, premium positioning, and brand/visual identity offerings, though Pentagram is broader and far more established.
• Work & Co: Work & Co is a premium digital product studio that designs and builds digital products end-to-end for enterprise and high-growth clients (e.g., Apple, Google, Facebook). Closely comparable to Definery in service scope (research through build), boutique size, enterprise client mix, and selective engagement model.
• Ramotion: Ramotion is a digital design and branding agency serving startups and tech-forward enterprises. Comparable to Definery in design services (branding, UX/UI, product design) and startup-to-enterprise client mix, though slightly more focused on branding and app design.
• Arc Touch: ArcTouch is a digital product design and development firm building apps and connected experiences for enterprise clients. Comparable to Definery in product-design-and-build service stack and enterprise client base, though ArcTouch leans more heavily into custom development and IoT.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/definery_io
• Facebookfacebook.com/definery.io
• LinkedInlinkedin.com/company/definery
• Instagraminstagram.com/definery.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Definery