AFFIRM Launches New Website for Ace & Sons Insulation
(Pewaukee, Wis.) AFFIRM Agency, a full-service marketing and communications firm based in Wisconsin, designed and developed a new website for Ace & Sons Insulation, a Southeast Michigan insulation company with more than 40 years’ experience. The new site connects Ace & Sons to its parent company, Excel Home Improvement, features revised branding, streamlines the user experience, and supports marketing efforts.
AFFIRM began working with for both Excel Home Improvement and Ace & Sons Insulation in fall 2025 on a robust consumer marketing strategy. Following Excel’s acquisition of Ace & Sons, AFFIRM recommended refreshing both brands and created a unified visual identity that would connect the two companies while preserving the established reputation of each.
After introducing Excel’s refreshed branding and updating its website, AFFIRM used the new visual direction as a foundation for the Ace & Sons website. AFFIRM’s Senior Digital Designer, Mark Skowron, created a streamlined user experience that makes it easy for homeowners to explore insulation services, learn about available rebates and financing, and request project information.
“Our goal was to create a clear visual connection between Ace & Sons and Excel Home Improvement by allowing each company’s identity and expertise to stand on its own,” Skowron said. “Both companies have built their reputations on quality craftsmanship and dependable service. The coordinated websites help communicate those shared values and give customers a consistent experience across brands.”
The new Ace & Sons website incorporates the company’s refreshed branding throughout, presenting a modern and approachable identity while reinforcing its connection to Excel Home Improvement. The result helps Michigan homeowners recognize the relationship between the companies and feel confident working with brands they know and trust.
Explore the new Ace & Sons Insulation website at https://aceandsons.com/.
Visit Excel Home Improvement’s website at https://excelhomeimprovement.com/.
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.
###
