Air Powered Services

After 35 years in ‘air’, Air Powered Services needed a new way to talk about their business.

They knew growing the brand meant “throwing the blanket wide” to reach as many new buyers as possible. But existing messaging was heavily product feature-focused and splintered across three separate areas - hire, sales, and service.

Without a compelling brand promise and ‘organising idea’ to drive their campaign, APS felt stuck with the same “great product, reliable service” line everyone was trotting out.

They needed a fresh positioning to reflect the full-service business they’d grown into, and memorable messaging that would

a) cut through the clutter by shaking off category conventions

b) make it easy for anyone new to the brand to quickly grasp what APS is about

c) help the team sell the value of the brand as a single entity focused on solving people’s problems, rather than three separate functions