Coalesse: Brand Renewal

Coalesse is Steelcase's largest owned ancillary furniture brand — a market leader that had been quietly losing ground for years. When they decided to relaunch their brand, they needed a full suite of assets to rebuild awareness with the design community.

The integrated campaign spanned the brand anthem film, showroom video, social video suite, rebrand teaser, internal launch video, photography, and motion graphics system, and still images to support digital, print, and in-market storytelling.

The work is built around a single positioning idea: Let's create brilliant work together. It's a direct address to the junior and mid-level commercial interior designers who specify Coalesse — people who need a brand partner they can trust. Rather than leading with product specs, we led with feeling: what it means to co-create in a Coalesse space, and what that environment unlocks for the people inside it.