Coast
Money tools for the people building things
SERVICES
brand design
web design
CREDITS
Jake Steele on illustration
THE CHALLENGE
Coast had built their reputation as America’s top rated fuel card. But as their offering grew beyond fuel into corporate cards, expense management, bill pay and more, they needed to establish an ownable position as an essential tool for growing trades businesses, while staying relevant to the core proposition.
They also needed their brand to move away from a safe, polite, modern utility, and shed their associations as a tech-y SaaS for a corporate setting. Coast is made for the trades, so the identity needed to define them as a memorable, distinctive category leader in this space.
Coast
Money tools for the people building things
SERVICES
brand design
web design
CREDITS
Jake Steele on illustration
THE CHALLENGE
Coast had built their reputation as America’s top rated fuel card. But as their offering grew beyond fuel into corporate cards, expense management, bill pay and more, they needed to establish an ownable position as an essential tool for growing trades businesses, while staying relevant to the core proposition.
They also needed their brand to move away from a safe, polite, modern utility, and shed their associations as a tech-y SaaS for a corporate setting. Coast is made for the trades, so the identity needed to define them as a memorable, distinctive category leader in this space.
Coast
Money tools for the people building things
SERVICES
brand design
web design
CREDITS
Jake Steele on illustration
THE CHALLENGE
Coast had built their reputation as America’s top rated fuel card. But as their offering grew beyond fuel into corporate cards, expense management, bill pay and more, they needed to establish an ownable position as an essential tool for growing trades businesses, while staying relevant to the core proposition.
They also needed their brand to move away from a safe, polite, modern utility, and shed their associations as a tech-y SaaS for a corporate setting. Coast is made for the trades, so the identity needed to define them as a memorable, distinctive category leader in this space.
THE IDEA
Coast’s identity hinges around the Expert Next Door. Like the trusty electrician you always call, they’re there when you need them, reliably and reassuringly. They build strong foundations that are there for the long haul, providing structure that will grow with you. They know the trades back to front, from the job site to the back office, and will fix the problems you didn’t even know were there. Whatever your set up, they get the job done – and remember your name while they do it.
THE IDEA
Coast’s identity hinges around the Expert Next Door. Like the trusty electrician you always call, they’re there when you need them, reliably and reassuringly. They build strong foundations that are there for the long haul, providing structure that will grow with you. They know the trades back to front, from the job site to the back office, and will fix the problems you didn’t even know were there. Whatever your set up, they get the job done – and remember your name while they do it.
THE IDEA
Coast’s identity hinges around the Expert Next Door. Like the trusty electrician you always call, they’re there when you need them, reliably and reassuringly. They build strong foundations that are there for the long haul, providing structure that will grow with you. They know the trades back to front, from the job site to the back office, and will fix the problems you didn’t even know were there. Whatever your set up, they get the job done – and remember your name while they do it.
THE WORK
The identity strides the duality between work on site, and work off site. Typography is based on hand painted signage seen across America, and the tabular figures printed on paper receipts. Photography from Texas-native Brian Finke captures the grit, dust and movement of manual labour, and the cluttered desks, paperwork and conversations of fleet management. Accent colours drawn from raw materials and safety equipment help distinguish these two worlds. And custom illustration dashed with cross hatched texture commissioned from Utah local Jake Steele, is reminiscent of the signs and posters seen in classic workshops or diners – the kinds of places where trades people have always spent their time.
THE WORK
The identity strides the duality between work on site, and work off site. Typography is based on hand painted signage seen across America, and the tabular figures printed on paper receipts. Photography from Texas-native Brian Finke captures the grit, dust and movement of manual labour, and the cluttered desks, paperwork and conversations of fleet management. Accent colours drawn from raw materials and safety equipment help distinguish these two worlds. And custom illustration dashed with cross hatched texture commissioned from Utah local Jake Steele, is reminiscent of the signs and posters seen in classic workshops or diners – the kinds of places where trades people have always spent their time.
THE WORK
The identity strides the duality between work on site, and work off site. Typography is based on hand painted signage seen across America, and the tabular figures printed on paper receipts. Photography from Texas-native Brian Finke captures the grit, dust and movement of manual labour, and the cluttered desks, paperwork and conversations of fleet management. Accent colours drawn from raw materials and safety equipment help distinguish these two worlds. And custom illustration dashed with cross hatched texture commissioned from Utah local Jake Steele, is reminiscent of the signs and posters seen in classic workshops or diners – the kinds of places where trades people have always spent their time.
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THE RESULT
The identity moves between two worlds as easily as Coast’s customers do – through one system that sees both sides. Whether you’re filling up the van at 6am or closing the month at 6pm, Coast always feels like someone who gets it.
The new website is the first full digital expression of the brand, with product design following closely behind. Underneath the site sits a design system legible by agents, so Coast’s team can execute further assets faster and more accurately while staying true to the new brand.
Coast’s brand now encapsulates the broad business it serves. It holds the crew and the controller, the pump and the paperwork, the product that made its name and everything that comes next.
THE RESULT
The identity moves between two worlds as easily as Coast’s customers do – through one system that sees both sides. Whether you’re filling up the van at 6am or closing the month at 6pm, Coast always feels like someone who gets it.
The new website is the first full digital expression of the brand, with product design following closely behind. Underneath the site sits a design system legible by agents, so Coast’s team can execute further assets faster and more accurately while staying true to the new brand.
Coast’s brand now encapsulates the broad business it serves. It holds the crew and the controller, the pump and the paperwork, the product that made its name and everything that comes next.
THE RESULT
The identity moves between two worlds as easily as Coast’s customers do – through one system that sees both sides. Whether you’re filling up the van at 6am or closing the month at 6pm, Coast always feels like someone who gets it.
The new website is the first full digital expression of the brand, with product design following closely behind. Underneath the site sits a design system legible by agents, so Coast’s team can execute further assets faster and more accurately while staying true to the new brand.
Coast’s brand now encapsulates the broad business it serves. It holds the crew and the controller, the pump and the paperwork, the product that made its name and everything that comes next.
✶
Marisa brought a level of craft and detail that we really appreciated, to a project that wasn't always easy. The result is a brand I'm genuinely proud to be associated with, and is already making an impression with our audience. If you get the chance to work with her, take it.
WILLIAM GODFREY
Founder + CEO, Tangible
✶
Marisa brought a level of craft and detail that we really appreciated, to a project that wasn't always easy. The result is a brand I'm genuinely proud to be associated with, and is already making an impression with our audience. If you get the chance to work with her, take it.
WILLIAM GODFREY
Founder + CEO, Tangible
✶
Marisa brought a level of craft and detail that we really appreciated, to a project that wasn't always easy. The result is a brand I'm genuinely proud to be associated with, and is already making an impression with our audience. If you get the chance to work with her, take it.
WILLIAM GODFREY
Founder + CEO, Tangible
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