Coalition: A Marketing System for a $5B Moment

Coalition had grown fast and was heading into a Series D at roughly a $5B valuation. During a raise, the public website does real work: it signals scale to investors, credibility to enterprise prospects, and ambition to recruits. Coalition’s site still looked like an earlier-stage company. The gap between the business and its public presence was a business problem, not a cosmetic one.

At the same time, the company was absorbing Attune. That turned a website refresh into something harder: make the brand feel mature and unified while the company expanded through acquisition, on a launch date tied to the announcement.

No system to fix it fast

The visible problem was a dated, fragmented site: inconsistent sections, weak hierarchy, a brand expression that undersold the company’s standing.

The deeper problem was that every page had been built one-off. Making the site credible meant either redesigning each page by hand against a fixed date, or building something reusable. With Attune’s assets arriving mid-project, one-off was not survivable.

Before: pages built one at a time

A system, not a redesign

I treated the homepage as a credibility surface rather than a marketing page, and built a design system underneath it instead of styling pages individually.

• Shared foundations. Colors, type, buttons, and layouts standardized as reusable components, so design and development stopped rebuilding the same parts for every page.
• Credibility-first hierarchy. A visitor understands Coalition’s category, value, and maturity fast.
• Reusable sections. Built from those components: patterns for product explanation, proof, trust signals, and conversion, so future pages stay consistent without a redesign.
• Clear entry points. Separate paths for prospects, partners, and recruits, so the site stopped feeling like a pile of pages.

A redesign fixes today’s pages. A design system lets the marketing team ship the next fifty without a designer rebuilding hierarchy each time.

Section templates the marketing team could reuse

Two brands, under two weeks

The hard constraint was Attune. Its brand assets had to fold into Coalition’s system in under two weeks, before a launch aligned to the Series D announcement, which did not move. I mapped both visual languages to one set of shared patterns and resolved the conflicts (type, color, component treatment) inside the Coalition system rather than bolting Attune on beside it.

Looking like a company worth $5B

This is a visual-identity project, so the craft is the evidence. The bar was on brand, consistent, and calm enough to read as mature rather than loud.

After: clearer hierarchy, stronger trust signals, reusable page patterns

The reusable choice over the beautiful one

The fixed date forced a real choice: polish individual pages, or build the system and accept that some pages launched good rather than perfect. I chose the system, because the alternative left the marketing team unable to ship credibly the day after launch.

The redesigned site shipped during the Series D, with the Attune brand integrated without major redesign work and a design system behind it for the pages that followed.

Press around the fundraise showed the visibility the site had to support: Forbes named Coalition to its Fintech 50, and Reuters covered the $5B valuation. Those are context for the business moment, not metrics attributed to the redesign.

Forbes Fintech 50 · Reuters on the $5B valuation

This was the first project where my design work was tied to business timing rather than following it. The website had to support a public milestone on the milestone’s schedule, not after.

What carried the work was deciding early that the deliverable was a system, not a set of pages. It was the only version that survived a fixed date and a second brand arriving mid-flight.