Coalition Presents

Building a legacy brand with community at its core

Intro

Coalition Presents is an event promotion company known for creating, representing and delivering live entertainment events, including concerts, festivals, and live performances. They are recognised for bringing high-energy and memorable experiences to audiences by featuring top-tier artists and innovative event concepts.

Challenge

The client approached us to craft an entertaining and engaging brand with depth and verve. We were tasked with creating a brand that bridges the gap between audiences and artists and to fashion an identity that captures this connection. We wanted to merge their ethos (energy, connection, people) with their original brand concept (the infinity symbol), we aimed to create something bolder and better, to create a legacy brand with marketability.

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Key Ideas & Insights

Being the synergy between audiences and artists

When approaching this project, we were mindful of the passion the owner had for the infinity symbol and its legacy. It has a significance above its mathematical meaning, symbolising how everything flows together in unity, for eternity. We’ve used it to represent what happens when artists and audiences meet, creating a microcosm of energy. The key was to keep the essence of this in a logo which had already solidified its own personality and voice.

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Creating a community-driven brand

The concept is built around people. From artists and teams to crowds and remote audiences, the formation of bright circles symbolises the energy and experience of each. The infinity symbol remains, but as a unique identifier, synonymous with Coalition.

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Infusing striking and statement colours with bold and compressed type

The use of statement colours – fluorescent coral against dark grey – gives a striking first impression, followed by contrasting bold and compressed type, for a visual one-two that will turn heads and catch eyes.

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Looking at the connotations of design

We built the new logo using small dots that represent people which fits nicely with their tagline. The layout of the dots radiates out from the centre, giving the impression of seating arrangements in a theatre.

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Bye, bye boring type

Coalition Presents has energy, sound and movement at its heart. To capture the dynamism of the sound production, we introduced a variable font that plays with varying widths and weights, creating a sense of movement and flow. By utilising such a versatile font, we not only enhance the visual appeal but also provide flexibility across various mediums. This adaptability allows Coalition Presents to maintain a consistent and impactful presence, whether on posters, flyers, or digital platforms, ultimately drawing more attention and excitement to the brand.

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THE RESPONSE

To say they nailed the brief is almost an understatement

‍“To say they nailed the brief is almost an understatement. The team and I were blown away by the results and are incredibly proud of how our brand has evolved.”