Excel Life
What does it mean to come fully alive? To intertwine education with discipleship, crafting a tapestry where intellect and spirit dance in harmony? Excel Life embarked on this profound journey, seeking an identity that resonated with their expansive vision—a vision where learning transcends classrooms and faith permeates every endeavor.
Emerging from the union of a church and a college, Excel Life envisioned a community where discipleship refines education, and education enriches discipleship. Their mission: to cultivate mature, wise, and productive individuals, whole in body, soul, and spirit, for the benefit of local communities.
In my role as Director of Brand, I was entrusted with weaving this vision into a cohesive identity. The challenge was to create a brand architecture that honored the uniqueness of each branch—Excel Academy, Excel College, Excel Institute, and Excel Creative Arts—while ensuring they all sang in unison under the Excel Life banner.
Our approach was holistic. We designed user-centric websites that not only informed but invited engagement, reflecting the essence of each initiative. Marketing materials were crafted to resonate deeply, speaking to students, parents, investors, and partners alike. Through photography and film, we captured the soul of the community—the laughter, the learning, the moments of quiet reflection—bringing to light the transformative journey of its members.
One of the profound challenges was ensuring that as Excel Life's vision expanded, the brand identity remained both flexible and cohesive. We addressed this by developing adaptable design systems and guidelines, allowing each subsidiary to flourish individually while staying rooted in the collective mission.
The impact was palpable. With a unified and compelling brand presence, Excel Life experienced heightened visibility and engagement. The new identity not only mirrored their mission but also amplified their reach, drawing in those seeking a community where faith and learning coalesce.
This endeavor was more than a branding exercise; it was a journey to encapsulate the spirit of a community dedicated to fostering human flourishing. A community where education and discipleship are not separate paths but intertwined journeys leading to a life fully alive.
The redefined brand identity and strategic positioning significantly enhanced Excel Life's visibility and engagement within the community. The cohesive branding facilitated better communication of their mission, attracting increased interest from students and their families, partners, and donors. The updated visual and digital presence played a crucial role in expanding Excel Life's reach and impact.
Note: This project features an updated logo representing how I would design the brand today, embodying my refined insights and creative growth since our original collaboration.
