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.

Coalesse Brand Refresh Lifestyle photography of kid on Millbrae Lounge chair
Coalesse Brand Refresh Black and White Photography of Home Exterior

The catalogue launching alongside the brand refresh signaled Coalesse’s expansion into retail, using a style that paired product photography with lifestyle imagery.

Coalesse Brand Refresh Collateral Portfolio Covers
Coalesse Brand Refresh of Collateral Portfolio with featured products spread
Coalesse Brand Refresh of Collateral Portfolio Spreads
Coalesse Brand Refresh Illustration of borderless car with blue background

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.

Coalesse Brand Refresh Photography of woman on Massaud chair and textured building

A packaging system supported Coalesse’s shift into the consumer-oriented, European market.

Coalesse Brand Refresh Packaging for Powerpod

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.

Coalesse Brand Refresh Photography of NeoCon Showroom signage
Coalesse Brand Refresh collateral Card stacks

As a company serving the nomadic worker, the interactive sales tool was a fitting statement on the importance of mobile to work.

Coalesse Brand Refresh of Interactive Sales tool home page on iPad
Coalesse Brand Refresh of Interactive Sales Tool on 2 iPads
Coalesse Interactive Sales Tools presenting products on iPad