Position Partners to rebrand as Aptella

Position partners rebrand

Intelligent positioning and automation solutions provider Position Partners announces rebrand launching early 2024, in response to employee and customer input.

Formed in 2008, Position Partners was created when five successful Australian state-based businesses joined forces after listening to customers who wanted to work with a unified, national company. Fifteen years on, the firm has taken similar steps and will rebrand the organisation to Aptella, reflecting the breadth of automation and positioning solutions and services the company offers.

With locations throughout Australia, Southeast Asia and New Zealand, the business supports the waste and resource recovery, civil construction, building, mining and geospatial industries with world-leading technology solutions.

As emerging systems develop in automation, robotics, and augmented positioning for smart cities, the Aptella team will continue to work collaboratively to understand project challenges and opportunities, innovate solutions and partner with customers for the long term.

“The Position Partners name and brand has served us well,” said Martin Nix, Chief Executive Officer. “Sentiment from our employees and customers was that the time was right for a fresh new identity to better represent the experiences people can expect from us as their vital technology provider.”

The company is transitioning the brand with new signage, apparel and other marketing collateral to be rolled out in the coming months. The business will continue as Position Partners until late January 2024, when it will begin trading as Aptella. As there is no change to legal entities, all existing contracts and agreements do not need to change.

“Our team is energised and ready to engage with customers and partners in the New Year as Aptella,” said Gina Velde, Marketing Communications Executive Manager. “While the name and branding are changing, the core aspects of our business and what people love about us remain as strong as ever.”

For more information, visit www.aptella.com

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