A New Name for the Team Behind New Zealand’s Essential Infrastructure

In collaboration with Andpick, I helped bring the rebrand of CMSL Holding to life
as Propellworks — along with its four sister brands: AEC, CMS, SCS, and Bay Sandblasting.

The focus was on humanising the brand and reshaping how its story is told — moving from technical to relatable, without losing credibility. The work was supported by refreshed marketing materials, brand collateral, and targeted launch campaigns, positioning Propellworks as the united force of trusted engineering expertise behind the essential infrastructure that keeps New Zealand moving.