Coates has been operating in Australia for over 120 years, providing end-to-end construction solutions - but when people think of them, they know it predominantly as an equipment hire company.
We were tasked to change this perception by creating a new brand platform - one that took Coates from being just a hire company to a solutions company.
Rebrand + Brand Positioning
To support this new positioning of Equipped for anything, we overhauled the individual facets from brand positioning to look and feel, but most importantly, we brought the brand together as one by breaking down any fragmented silos which had formed over the years.
It wasn't a reinvention by moving away from its 125 years of history but an updated interpretation to help represent what the company has become. Being end to end, we created a brand built on a framework with a modular approach to represent a flexible way of working that always has a stable footing.
This helped reinforce Coates as a trusted partner who was there to support and advise.
More than Hire Integrated Campaign
To launch this updated positioning into the market, we took the iconic Coates port-a-loo that they were so known for and transformed it into a Portal-loo, which whisked a new employee through all the different ways the company can help solve industrial problems.
By showcasing a day in the life of Coates – the film not only captured capabilities in traditional equipment hire but also that of end-to-end solutions, such as temporary works engineering, industrial shutdown management, and safety training, positioning Coates as the end-to-end experts who can see and manage the big picture of construction.