Previously Tro Pacific, TROPAC has been delivering industrial electrical solutions across Australia since 2014. As the business prepared for its next phase of growth, it became clear that a more strategic name was needed, one that would create space for brand storytelling and establish a stronger presence in the market.
Moving away from the geographically vague ‘Pacific’ would allow the brand to elevate it’s identity. The goal was to develop a distinctive, memorable and ownable brand name that could convey meaning, build equity, and deliver lasting impact in a competitive electrical industrial landscape.
DAIS began with a strategic brand audit, diving deep into the company’s current identity and customer touchpoints. Competitive benchmarking highlighted opportunities for TROPAC to clearly differentiate in a saturated industrial market.
The insight was clear: to achieve the next stage of growth, the business needed a name and identity that could strengthen cultural buy-in, support strong brand storytelling, and give TROPAC the tools to confidently protect their brand and scale it.
DAIS developed a strategic brand system centred on a new name: TROPAC. A powerful evolution that maintained recognition while unlocking new opportunities. The name drew on the business’s legacy (TRO) and injected a fresh sense of energy, community and strength (PAC), suggesting a unified team that Protects, Automates and Controls through high-performance electrical solutions.
The full strategy introduced a new brand promise: Performance Certainty. Allowing the company to be positioned as a partner customers can trust to deliver every time.
The brand was brought to life with bold typography, a distinctive wordmark and brand mark, an energised red colour palette, and a tone of voice that confidently aligned with the team’s attitude and values.
The personality of the brand, described as bold connectors, captured the team’s ability to solve complex problems and create lasting connections. Employer branding followed suit, bringing culture-led expressions like ‘Join our PAC’ to life through ideas for onboarding kits, social campaigns and team-led initiatives.
With the brand foundations in place, DAIS led the implementation and internal launch of TROPAC. Employees were introduced to the new brand through a team-wide presentation, supported by brand introduction booklets that brought the story and strategy to life. Posters showcasing the ‘PAC’ values were rolled out to reinforce internal culture and alignment.
To ensure consistency across all communications, DAIS delivered structured templates for capability statements, product catalogues, marketing assets, social media content, and EDMs – all underpinned by comprehensive brand guidelines. These tools equipped the team to deliver a seamless, high-quality brand experience from internal interactions to major client engagements.
Internally, the rebrand energised the team and aligned them under a shared vision. Externally, it announced to the market that a bold new standard had been set.
The transformation from TRO Pacific to TROPAC has enabled the business to scale with confidence. Securing a more defensible and future-ready brand architecture, while lifting cultural cohesion and external perception.
Today, TROPAC presents as a confident, professional and trusted industrial brand that competes with global leaders, attracts the right talent, and delivers a powerful message to customers: performance certainty, every time.
This project exemplifies the value of a strategically evolved brand that retains legacy while elevating clarity, ownability and impact. For businesses navigating similar growth challenges, it’s a strong case for investing in employer branding and personality-driven positioning.
