Building a brand that has community at its core

Coalition Presents

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

Craft an entertaining and engaging brand for a company that has depth and verve
Creating a brand that acts as the bridge between audiences and artists and creating an identity that depicts this
Merging their ethos with their original brand concept to create something bolder and better

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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 that magnificent microcosm of energy and excitement. The key was to keep the essence of this in a logo that had its own personality and spoke with its own 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. We coupled the design with a variable font featuring varying widths and weights creating movement and flow.

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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.”

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