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Coates unveils new look

We're excited to share our new brand identity. Kylie Jones, Group Manager for Marketing & Brand, explains the evolution of the Coates brand

Many of our customers already call us 'Coates' and today we make it official by giving our 135-year-old brand a contemporary new look.

The brand refresh, including the introduction of a new logo and tagline 'Equipped for anything', reflects our evolution from a hire company to a solutions company, says Kylie Jones, Group Manager for Marketing & Brand at Coates.

"We’re proud of our hire heritage, but Coates is so much more than equipment hire," says Kylie. "Alongside our core equipment rental business, we also offer market-leading engineering, industrial and training services, all under one roof.

"To better communicate our full capabilities to our customers, we've introduced a masterbrand, Coates, which is supported by five solutions offerings: Coates Equipment Hire, Coates Engineering Solutions, Coates Industrial Solutions, Coates Training and Coates Technology."

Why are we refreshing the brand?

The brand refresh is a direct outcome of Coates' ongoing commitment to improving the customer experience, explains Kylie.

"To reduce risk and improve efficiency on projects, our customers increasingly want one trusted supplier to provide a complete equipment solution that includes both hire and specialist services. This is exactly what Coates offers our customers.

"We're not just Australia's biggest equipment hire company – we also have extensive experience in temporary works engineering, industrial shutdown management and safety training. So we're evolving the brand to position Coates as the end-to-end experts, equipped to take on any challenge," she says.

What does this mean for customers?

For customers, not too much will change. We're still here to provide you with safe, smart and sustainable equipment solutions and support you with expert advice.

You'll notice that Coates branding will gradually appear across our network from today, starting with our website and social media channels. Equipment and branch signage will continue to be updated with new branding over the next 12 months.

"Since 1885, Coates has helped shape and support Australian industry, so we're excited to embark on the next phase of our journey," says Kylie. "I'd like to thank all our customers and our people for their continued support, and we look forward to sharing more brand news in the coming months."

Read more about our story.


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