Every piece of equipment on a job site is a piece of media. Coates Hire owned thousands of them and wasn't using one.

A category leader sitting on a -7.3% decline, it had quietly dropped "Hire" from its own name years earlier, and never claimed the one asset already inside its brand: the highest-visibility orange on a work site.

The rebuild worked from the inside out rather than mass media in. We reclaimed "Hire" in a wordmark built to read from a moving vehicle, and gave Coates ownership of an exact orange — RAL and Pantone 172 — commissioned as a custom Dulux mix so every shed, office and piece of equipment matched precisely. The guidelines that held that discipline in place were bound in waterproof Tyvek, built to survive a work site, not a boardroom.