Design execution for Coalesce, a B2B data transformation platform built for data teams. Joined mid-project to extend an established visual system across web pages, social content, event materials, slide decks, and resource library assets, keeping the brand consistent and current as the company scales.
Brand Evolution
Web Design
EventCollateral
Marketing Materials
SaaS
B2B
Coalesce had a defined brand identity and a clear product vision. The design challenge was execution at scale: applying a flexible visual system consistently across a growing range of touchpoints, from website pages and campaign assets to trade show booths and presentation decks.
The brand's visual language centers on nodes and connecting lines, a graphic device rooted in how data flows through pipelines. This structural element carries through every format, giving the brand a recognizable logic whether it appears on screen, in print, or at scale on an event booth. The work involved understanding this logic deeply enough to extend it into new contexts without losing coherence.
Format variety was the main challenge — the same visual logic had to work across digital, print, and physical scales without feeling forced or inconsistent.
A visual system extended consistently across web, events, social, and marketing materials — supporting a brand that went on to raise $50M in Series B funding.
