Coats

Go to any tire shop and you'll see a COATS low maintenance wheel balancer and tire changer. 

COATS engineered an all-new tire balancer equipped with the most user-friendly interface in the industry. It's an interface that told the truth about residual imbalance. The problem was that the amazing product was launching at SEMA in just two months, but it didn't even have a name yet.

from its always accurate motor that never needed calibration to its accurate residual imbalance calculation algorithm, COAT's wheel balancer was designed to deliver a true balance every time.

Latin's "VERO," meaning "in truth," proved to be the perfect fit. The delivery of the product's name and visual identity, badged the product's chassis, created a sales guide for COAT's internal sales team and its channel partners. An email campaign was launched to drum up interest at SEMA. The VERO launch was and continues to be a huge success.