Power-Pole MOVE

POWER-POLE

Launching The Greatest Trolling Motor In The World

Power-Pole embarked on a mission many deemed impossible: crafting the greatest trolling motor in the world and launching it at the most premium price point in the marine industry. The bold ambition set Power-Pole on a collision course with industry giants like Garmin, Johnson Outdoors, and Navico; which had over 100 years to establish a strong foothold on the entire trolling motor industry.

In this high-stakes challenge, I played a pivotal role as a principal in branding and marketing. I was entrusted to steer the brand's trajectory: guiding product evolution, crafting its identity, sharpening our strategic stance, and ultimately, launching the groundbreaking trolling motor globally.

With an unwavering commitment to innovation and a strategic vision, we not only stood toe-to-toe with the giants but redefined the game entirely.

IMPACT & RESULTS

16.7M

organic social impression

Sold Out

of ALL product at release

400%

increase in web traffic

1st Page On Google

searching for “brushless trolling motor”

iCast 2023 Winner

Best motorized boating accessory - Marine Industry Award

Anglers Choice Award

from the entire iCast 2023 community

INDUSTRY

Marine

Consumer Electronics

Technology

D2C Products

eCommerce

SKILLSETS

Market Research

Competitive Analysis

Product Brand Development

Product Naming

Product Slogan

Messaging Strategy

Value Proposition Development

Product Logo Design

Industrial Brand Design

Packaging Design

G2M Campaign Development

The Mission

Name, brand and launch a new product designed to be the greatest trolling motor ever built and release it in a category Power-Pole has never operated in before against billion-dollar competitors.

The Strategy Challenge

Recognizing the stakes could not be higher, the Power-Pole trolling motor's brand positioning, its unique value proposition and the caliber of the product development would serve as the linchpin to successfully enter an entirely new product category with heavy competition and… win!

The strategy needed to be unconventional yet easy to understand and well-informed by authentic consumer insights.

Naming

From a company that has historically been known for stopping your boat, coming out with a product named “MOVE” demanded a conversation.

“MOVE” was easy to remember, unconventional, market-segment agnostic and gave customers enough information from the name alone about what the product from Power-Pole could do for customers.

TITAN

SPECTRE

MOVE

POSEIDON

TRIDENT

Product Positioning & Consumer Insights

The product positioning had to set MOVE apart from competitors and resonate with the core reason behind MOVE’s existence.

The challenge lay in the fact that the Power-Pole MOVE, while not radically different from other trolling motors on the market, was meticulously crafted with a singular purpose.

"What is the BEST solution for the problem this trolling motor is designed solve, regardless of price, difficulty or conventional wisdom."

That's how Power-Pole envisioned MOVE, and the slogan had to encapsulate this while also highlighting the unique gap it filled in the market.

After conducting extensive market research, organizing focus groups, and engaging with competitive anglers and seasoned fishing guides; I uncovered a single recurring pain point that resonated with anglers from all walks of life.

Any great trolling motor rich in features or new technology will mean absolutely nothing when it breaks down… when your trolling motor stops, your fishing adventure stops.

Product Slogan

The slogan we landed on was designed to capture the key benefits for customers and underscore what makes MOVE stand out from the competition. It emphasizes the elite fishing experience you can rely on with the power of MOVE.

POWER-POLE MOVE

GO FARTHER. FISH HARDER. MAKE EVERY MOVE COUNT.

Identity System Development

I knew that this product identity needed to be versatile enough to work, not only for typical branding purposes, but also to meet the varied needs of industrial design, production efficiency, engineering and tech development teams.

Moreover, the identity system needed to be flexible enough to accommodate multiple trolling motor models.

Unifying Color Strategy

This unique challenge pushed me to find a solution that effectively communicates to both saltwater and freshwater markets without alienating either group with a single color and logo.

However, when we broaden our perspective and look at these environments from a larger scale, we begin to notice commonalities in nature.

Taking this 100,000-foot view approach will allow the MOVE mark to maintain a general yet recognizable image for both markets. It will reinforce the idea that all MOVE trolling motors can suit any environment.

Model Identities

SCISSOR LIFT MODEL

PIVOT LIFT MODEL

Brand Industrial Design

Teaser Campaign

Traditional Media

Influencer & Pro Team Market Seeding

Go To Market

Traditional Media

Event Activation

Welcome To A New Movement In Total Boat Control

Once in a generation, a discovery is made that defines a new era in history. Power-Pole has dedicated almost a decade’s worth of blood, sweat and tears to revolutionizing the next stage in Total Boat Control with our new, next-gen brushless trolling motor - the Power-Pole MOVE. The MOVE conquers the harshest conditions with unrivaled power, unmatched durability and unbelievable efficiency that operates with near absolute silence. All backed by the brand you trust to always have your back. It’s time to take a long hard look in the mirror and ask yourself... How do you MOVE your boat?

MISSION VIDEO

The Last Trolling Motor You’ll Ever Need

They say there’s no point in reinventing the wheel. We disagree. We took everything you rely on in trolling motors and re-imagined it exclusively using the “best of the best” when it comes to technology, innovation and materials.

No options were left off the table. All with the mission to make a peak-performing trolling motor that outlasts everything else on the water.