diff --git a/hvplot/converter.py b/hvplot/converter.py
index 20cc2874a..a2a24894e 100644
--- a/hvplot/converter.py
+++ b/hvplot/converter.py
@@ -584,8 +584,6 @@ def __init__(
 
         if self.crs and global_extent:
             plot_opts['global_extent'] = global_extent
-        if projection:
-            plot_opts['projection'] = process_crs(projection)
         title = title if title is not None else getattr(self, '_title', None)
         if title is not None:
             plot_opts['title'] = title
@@ -1262,12 +1260,12 @@ def method_wrapper(ds, x, y):
                 obj = method(x, y)
                 obj._dataset = dataset
 
-        if self.crs and self.project:
-            # Apply projection before rasterizing
-            import cartopy.crs as ccrs
-            from geoviews import project
-            projection = self._plot_opts.get('projection', ccrs.GOOGLE_MERCATOR)
-            obj = project(obj, projection=projection)
+        if self.geo and self.crs != self.output_projection:
+            import geoviews as gv
+            if isinstance(obj, gv.element.geo._Element):
+                obj.opts(projection=self.output_projection)
+            else:
+                obj = gv.project(obj, projection=self.output_projection)
 
         if not (self.datashade or self.rasterize or self.downsample):
             layers = self._apply_layers(obj)
@@ -1362,10 +1360,6 @@ def method_wrapper(ds, x, y):
             if self._dim_ranges.get('c', (None, None)) != (None, None):
                 style['clim'] = self._dim_ranges['c']
 
-        if self.geo and self.crs != self.output_projection:
-            import geoviews as gv
-            obj = gv.project(obj, projection=self.output_projection)
-
         processed = operation(obj, **opts)
 
         if self.dynspread: