The strategic communications consultancy for startup founders and venture leaders, formerly known as RDF Strategies, has launched as Redefy. Founded by Rachael De Foe, the company was first established in 2021 to rethink the role of media relations in building reputation and credibility for startup founders and venture leaders. Recognising an ecosystem-wide demand for a hybrid service, the consultancy partnered with its portfolio of clients over two years to develop an offering now known as strategic communications. Joining Redefy as Strategic Communications Consultant is Dewi Nurjuwita, a former section editor at Time Out Singapore.