Turning real-world capability into a brand built for leadership.
The Challenge
Pro-Torque had been busy doing what they do best – delivering complex fuel infrastructure projects with precision, grit and an unwavering commitment to safety. Their reputation had grown the way great reputations do: through trust, consistency and outcomes that spoke louder than any marketing material could.
But as the business expanded and the scale of their projects increased, their brand hadn’t received the same strategic attention. Their identity, messaging and marketing tools hadn’t kept pace with their momentum. It’s a natural point in the life of any high-performing company: growth arrives fast, and eventually the brand needs to stop, take stock, and catch up.
Pro-Torque recognised that the next phase of growth required more than capability alone. They needed a straightforward, confident narrative that reflected who they had become, helped them step into the conversations sooner, and opened doors previously held back by perception rather than performance.
That’s where Out of the Square came in, to clarify their story and build a brand designed for the long haul.
Our Approach
We began with deep discovery: two workshops, industry analysis, and conversations that uncovered not just what Pro-Torque does, but also how they think, operate, and lead under pressure. What emerged was a business shaped by real-world experience, guided by integrity and driven by a commitment to doing things correctly, every time.
From this foundation, we built a complete brand and marketing strategy.
We defined their purpose, vision, mission and values, giving language to the character clients had always felt on site. We sharpened their positioning and crafted a brand proposition to capture the clarity and capability at the heart of their work: Radical simplicity. Relentless precision.
We created a tone of voice rooted in grounded confidence and practical intelligence, developed audience personas and user journeys that tapped into deep customer understanding, and built a channel strategy tailored to how the fuel industry communicates. Then we created a detailed 12-month roadmap to help the team activate the brand with intention and consistency clearly outlining what they could own internally vs what they needed support with based on capabilities, resources and priorities.
The result was a unified brand story – cohesive, credible and built for growth.
The Results
The new strategy gave Pro-Torque the clarity and cohesion needed to match the strength of their delivery. It aligned the internal team around a shared narrative, sharpened how they communicate across every touchpoint, and brought their operational excellence into sharper commercial focus.
With a refined positioning and a stronger, more confident voice, Pro-Torque can now show up earlier in critical conversations, articulate their value with precision and build credibility with key stakeholders. The strategy positions them to diversify into new industries, support tender submissions with greater impact, and create awareness beyond word of mouth alone.
Most importantly, the work gives Pro-Torque what they deliver for their clients every day: clarity, control and a stronger foundation for the future.
