Exsel Group Rebrand

The Exsel Group stands as a prominent independent provider of defence technology solutions. With a growing range of services, the company is seeking to elevate its branding to establish a foundation for sustained exponential growth in the years ahead. To achieve this objective, the company required a comprehensive refresh of its brand identity and the development of a new website.

The company faced a challenge with its outdated branding, including a logo with numerous effects that posed difficulties for digital applications. The existing brand identity lacked cohesion, incorporating various elements that did not effectively convey a sense of professionalism or high-end services. Additionally, the website was not user-friendly and struggled to compete with industry rivals. Recognising the need for improvement, the company sought to refresh its visual identity and enhance its digital presence to better align with its reputation and goals.

The creative direction reflects a mature evolution in design, reaffirming the company’s expertise within its sector. Embracing a simpler, more elegant approach serves as the cornerstone for maintaining consistency across all aspects of the business. This strategic shift not only enhances the company’s professional image but also reinforces its commitment to delivering high-quality services and solutions to its clientele.

The solution entailed proposing a modern and exclusive identity tailored to a refined target audience. A comprehensive redesign of the logo was undertaken to ensure versatility and enhanced recognition. This approach aimed to align the visual identity more closely with the company’s evolving goals and aspirations, fostering stronger connections with both current and potential customers.