Building on a Trusted Name in Home Improvement
Since 2025, AFFIRM has partnered with Excel Home Improvement, a Southeast Michigan exterior home improvement company specializing in roofing, siding, gutters, soffit and trim, and insulation. Together, we’ve built a cohesive brand presence across digital, advertising, and the communities Excel serves.
The ask
Excel had previously outsourced its marketing across multiple partners and wanted one strategic agency to bring everything together. The company also needed a refreshed brand and coordinated strategy to increase visibility across Southeast Michigan and connect with homeowners considering exterior improvements.
The process
AFFIRM brought Excel’s marketing under one roof, providing strategy, creative, media, and digital support. We refreshed the logo, redesigned the website, and extended the brand through truck wraps and collateral. Ongoing efforts include media planning and buying, organic and paid social, email marketing, blog development, creative, and website management.
The result
AFFIRM has built a consistent, recognizable presence for Excel while expanding our support to acquired brands like Ace & Sons Insulation. In 2026, Excel’s streaming video campaign delivered 1.2 million impressions, reached 215,000+ unique households, and achieved a 98.61% video completion rate—far exceeding the 75–78% industry benchmark.
Re-brand
Brand Guidelines
Vehicle Wrap
Website Design
Digital Display
Digital Display
Yard Sign
Email Marketing
Social Media
