Launching CoatMate — A Brand Built to Stick

In a competitive and often overlooked segment of the construction industry, the epoxy flooring market lacked a standout brand that blended visual appeal with a high level of professionalism. The client approached us with a clear gap in the market—most competitors offered excellent workmanship but lacked a compelling brand presence and modern communication tools. The challenge was to position the new business as approachable yet premium, trustworthy yet bold, and visually distinct from the generic, tradie-heavy aesthetic typical of the industry.

Adding to the complexity, the client needed the brand to speak to a wide audience—residential customers, commercial clients, and potential ongoing trade partnerships. The brand needed to reflect not just quality workmanship but an elevated sense of style and precision, all while being easy to understand and engaging for everyday users who may not be familiar with epoxy finishes.

We began with strategic brand development, starting with the naming process. “CoatMate” was born from the idea of partnership—both in the product (the coating) and the friendly, reliable experience the business delivers. From there, we created a bold visual identity that reflects the flake textures used in epoxy flooring, which inspired the distinctive brand shapes now used throughout the design system. The colour palette was grounded in earthy tones with a modern edge—Eucalyptus Green leading the charge.

To bring the brand to life, we rolled out a custom-designed website that clearly communicates CoatMate’s services, showcases completed work, and allows users to easily make enquiries. Supporting the digital rollout, we captured on-site video and photography, focusing on both the team’s process and the stunning transformation of client spaces. These assets were used across the website and social channels to create trust and inspire action.

Since launch, CoatMate has quickly gained traction, with increased leads coming directly through the website and social platforms. The combination of professional branding and strong visual content has helped them secure both residential jobs and larger commercial projects. Clients regularly comment on how “different” and “premium” the brand feels—an intentional departure from the rest of the market.

Internally, the brand has also empowered the CoatMate team to present themselves with confidence. From quoting to job delivery, every touchpoint now reflects a cohesive and polished identity, making it easier to build trust with new customers and stand out in a competitive field. The success of the brand has laid a strong foundation for future growth and expansion.