Naming & Brand Identity
Formerly eCoach, Coassemble is an online platform that aims to take the friction out of educational content creation and course delivery. While the start-up was a rising star in Australia, the word ‘Coach’ in eCoach was causing confusion overseas. In preparation for an expansion into the US market, Coassemble approached Shorthand to develop a new name and brand identity to help clarify their purpose.
We worked closely with the internal team in developing the new name Coassemble and coinciding brand identity. The revised moniker removes any confusion regarding coaching — with a new tagline adding additional clarity. An extended identity matched with comprehensive print and digital guidelines has provided the internal team with all the resources they had lacked with their previous identity.
The name Coassemble refers to both the authoring and creation element of the platform and the concept of coming together to share knowledge.
The logo doubles as a ‘c’ and ‘a’, with the overall pencil shape referencing content creation. The individual shapes used in the logo and supporting graphic system speak to the modular functionality of the app itself.
As part of the identity system we developed a comprehensive suite of icons for use throughout the Coassemble platform. Each icon takes reference from the logo, utilising a square base to inspire the design.
"Thanks so much for all your hard work — we love our new name and look!"Claire Brown, Marketing Manager at Coassemble
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