projecta

Projecta is an Australian equipment company supplying everything to do with battery maintenance and power. Their market-leading products are continually improved, and this technologically-driven philosophy was what stood out for the Sphere team when we were approached to rebrand Projecta.

Sphere came up with a new positioning line, "More switched on", that portrayed Projecta as a smart company at the forefront of technological advances in their industry. The line also implied that Projecta was a popular choice that catered well to the needs of the consumer.

The "switch" theme was continued in all headlines and the futuristic "blueprint" feel of the press ads also portrayed a technologically advanced position for the company. It ensured that Projecta"s ads cut through the clutter created by competitors within the category who all had a similar approach that showed an excess of uninspiring product shots.

Projecta were impressed with the results and are enjoying the benefits of a tight campaign strategy that flows consistently from press advertising through to product packaging.

Since then Sphere has gone on to evolve the campaign, maintaining the "More switched on" positioning while taking the brand into more colourful territory through the use of photography and clever headlines.