An Expansive Refresh
Five years after launching the brand, Coalesse was prepared to enter the European market and expand into the residential space. Coalesse asked Tolleson to reposition the brand and craft a narrative that would align with their new business strategy and serve as the foundation for a refreshed visual expression.
The refreshed identity retained the original wordmark and symbol, but expanded the kit of parts to include a new color palette, illustration style and graphic language that gave the brand a consumer sensibility.
The catalogue launching alongside the brand refresh signaled Coalesse’s expansion into retail, using a style that paired product photography with lifestyle imagery.
Lifestyle photography was incorporated into the brand expression to further dismantle the canon of 9 to 5, showing the intersection of work and daily life.
A packaging system supported Coalesse’s shift into the consumer-oriented, European market.
The showroom spaces in Europe and North America marked the beginning of the new Coalesse, educating consumers about the ways work and life were merging and how Coalesse was helping to facilitate the change.
As a company serving the nomadic worker, the interactive sales tool was a fitting statement on the importance of mobile to work.