Bringing New Energy to a Trusted Local Contractor
Following its acquisition by Excel Home Improvement, Ace & Sons Insulation partnered with AFFIRM to modernize its brand while preserving the reputation it had built over more than 40 years serving Southeast Michigan. Our work created a stronger connection between Ace & Sons and its parent company while giving the brand a fresh identity of its own.
The ask
Ace & Sons needed to modernize its brand and marketing while maintaining the recognition and trust it had established in the market. The challenge was to create a clear connection to Excel Home Improvement without losing the identity and expertise that made Ace & Sons distinctive.
The process
AFFIRM refreshed the Ace & Sons brand and carried the new look across a redesigned website, digital advertising, truck graphics, signage, and organic and paid social media. The new website streamlined the user experience, made insulation services easier to explore, and gave homeowners clearer access to rebates, financing, and project information.
The result
Ace & Sons now has a modern, cohesive brand presence that reinforces its connection to Excel while allowing its insulation expertise to stand on its own. From the website and digital campaigns to trucks, signage, and social media, the refreshed identity creates a more consistent customer experience and positions Ace & Sons for continued growth in Southeast Michigan.
Re-brand
Brand Guidelines
Vehicle Wrap
Website Design
Paid Social Campaign
Digital Display
Organic Social Media
Yard Sign Design
