As the first smartphones permeated the market, Steelcase began noticing a shift in the ways people worked. The sedentary employee had become the nomadic worker, moving fluidly across the once sacred line between work and life. Seeing an opportunity, Steelcase approached Tolleson to launch a new brand and define a product category articulating a vision for the growing work/life trend.
Positioning and naming strategy went hand-in-hand with visual exploration, which folded three legacy brands into Coalesse for launch, and laid the groundwork for a future product pipeline to fulfill the live/work promise.
The corporate identity system served as the foundation for building out the brand and launch at the premiere industry event, NeoCon.
Companion pieces were enriched with a tactile experience to relay the importance of materiality and craft to the brand.
Serving a dual role, the catalogue highlighted the product portfolio and educated the market on the live/work category.
The sales tools were designed to deliver an experience on par with the quality of Coalesse’s products.
The website created a sense of community, elevating the stories about product designers, nomadic workers and live/work research to an equal footing with the product descriptions.