Intelligent positioning and automation solutions provider, Position Partners, has announced that it will be known by a new name and brand, Aptella, commencing early 2024.
The firm says it is making the move in response to employee and customer input, and to better reflect the entirety of its intelligent positioning and automation offerings.
The company says that, as emerging systems develop in automation, robotics and augmented positioning for smart cities, Aptella “will continue to work collaboratively to understand project challenges and opportunities, innovate solutions and partner with customers for the long term”.
Position Partners was formed in 2008 when five Australian state-based businesses joined forces after hearing from customers that they wanted to work with a unified, national company.
With locations throughout Australia, Southeast Asia and New Zealand, the business supports the civil construction, building, mining and geospatial industries with a wide range of technology solutions.
“The Position Partners name and brand has served us well,” said Martin Nix, CEO. “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.”
“We needed a name that was simple and memorable,” added Nix. “The ‘Apt’ prefix moves us from positioning to ‘automation positioning technologies,’ and we extended the name to Aptella to be completely unique.”
The company is currently 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, extant 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.
“Whilst the name and branding are changing, the core aspects of our business and what people love about us remain as strong as ever.”
