AFFIRM Agency Powers Brand Evolution and Growth Strategy for Excel Home Improvement
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing communications firm based in Pewaukee, Wisconsin, is proud to announce its strategic partnership with Excel Home Improvement, the premiere Michigan-based siding, roofing and gutter contractor. AFFIRM has been selected to lead the brand modernization and marketing strategy for Excel and its newly acquired affiliate, Ace & Sons Insulation, setting the foundation for long-term growth and category leadership.
Excel Home Improvement, a third-generation, family-owned business established in 1963, has built its reputation on exceptional craftsmanship, reliable service, and experienced professionals. With every crew leader having a minimum of 10 years of experience, Excel has become a trusted name in siding, roofing, and gutter services across Michigan.
Now, with the acquisition of Ace & Sons, a cellulose insulation provider that enhances energy efficiency and lowers utility costs, Excel is poised to expand its footprint and service offerings. AFFIRM is playing a pivotal role in this transition by revitalizing the brand identities of both Excel and Ace & Sons to reflect their shared values while positioning them for continued expansion in a competitive marketplace.
“This partnership marks an exciting chapter for both companies,” said Danny Mager, President of AFFIRM. “Excel Home Improvement’s legacy of excellence, combined with our branding and marketing expertise will help Excel to grow and to integrate Ace & Sons seamlessly and effectively. We’re honored to help guide their transformation.”
AFFIRM’s work involves a comprehensive brand refresh, including an updated logo, tagline, and bold new visual identity for Excel. These updates will extend across all marketing channels from digital platforms to print collateral, ensuring consistency, modern appeal, and renewed relevance in the home improvement industry.
For Ace & Sons, AFFIRM is creating a complementary brand refresh that aligns with Excel while maintaining its distinct legacy. This dual-brand strategy ensures both companies remain recognizable and respected, while benefiting from unified messaging and visual synergy.
“Having Ace & Sons become part of the Excel family is an exciting milestone,” said Carson Claypool, Owner of Excel and Ace & Sons. “AFFIRM has done an outstanding job of bringing these two brands together with purpose and clarity. We’re confident that this investment in branding will fuel our next phase of growth.”
To maximize market impact, AFFIRM is also developing and executing a robust, multi-channel media strategy designed to elevate awareness, drive customer acquisition, and build long-term brand equity throughout Southeast Michigan.
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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