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Perplexity
GeminiWhen Excel Property Restoration Group approached Spark Interact, they were already doing impressive work servicing major insurance companies and strata groups across Sydney with their specialist remedial building services. Yet their brand presentation still made them look like a small operation. They had a logo, a basic capability statement, and 30 years of solid reputation, but nothing in their visual identity that said “trusted partner to Australia’s insurance industry.”
In this case study, we explore how our Sydney web design team delivered a website for Excel that provided a complete digital foundation, positioning them for the next phase of growth while reflecting the professional, reliable service they’ve delivered since 1993.
The Challenge: When Your Reputation Outgrows Your Presentation
Excel’s situation is more common than you’d think in the specialist services sector. Managing Director Sonny Saini and his team had built something remarkable — a remedial building company with deep technical expertise, industry certifications, and relationships with major insurers. They were already working with big clients, but their visual presentation didn’t reflect that reality.
The team had previously worked with Spark Interact on a capability statement, which had helped, but they recognised they needed something more comprehensive. The digital landscape was changing, and their clients — insurance companies, strata managers, and property owners — expected to find detailed information online, especially during emergencies.
Excel needed a solution that would serve two distinct audiences: the insurance companies and strata managers who contracted their services, and the property owners who would encounter their brand during what was often the most stressful time in their lives.
Building the Foundation: From Logo to Visual System
Rather than starting from scratch, the Spark team took Excel’s existing logo and built around it, creating what could be called a “brand consolidation” — taking simple brand elements and developing them into a cohesive visual system that could work across multiple touchpoints.
The process began with the capability statement work, but it became clear that a more extensive digital presence was needed. Excel’s team were forward-thinking enough to recognise that their industry was digitalising, and they wanted to be ahead of that curve rather than playing catch-up.
“They wanted it to feel connected to the service centre but more polished — more corporate. We introduced that design framework for them.” – Chau, Senior Designer.
The design team created custom icons for Excel’s different service areas, developed a colour palette that extended beyond their existing brand colours, and established design elements — including those distinctive curved graphic elements — that would become signature visual cues throughout their digital presence.
This wasn’t a complete rebrand, but rather a thoughtful evolution that honoured Excel’s established reputation whilst giving them the visual tools to compete at a higher level.
Creating the Digital Presence: Technology Meets Design
This site utilised percentage-based responsive layouts (a custom Spark Interact tool), ensuring the site would work flawlessly across all devices.
The site needed to serve multiple functions: showcase Excel’s capabilities to insurance companies, provide reassurance to property owners facing damage, and create separate pathways for different industry sectors whilst maintaining visual consistency.
The development team created dynamic sections that could display relevant projects and case studies based on the industry page being viewed. This meant strata managers would see relevant strata projects, while insurance companies would see the commercial work most relevant to their needs.
“We put quite a few dynamic sections in the build. One of the big things the client wanted was for the services and industry pages to all feel a bit different, but they still needed to stay within the project scope and template structure.” – Ben, Project Manager
The embedded video content was strategically placed throughout the site, with each video tagged so that the right content would appear for the right audience. These videos served a dual purpose: demonstrating Excel’s expertise to insurance companies whilst providing reassurance to property owners about the care and professionalism they could expect.
The Knowledge Centre: Positioning for Future Growth
One of the most forward-thinking elements was the Knowledge Centre section. While Excel weren’t ready to launch with a full blog at the time, the site was built with this capability in mind. They understood that content marketing and thought leadership would become increasingly important in their industry.
The training provided to Excel’s team was also comprehensive, ensuring they could manage updates to the sites themselves. This was crucial for a business that needed to add new projects and update content regularly to reflect their growing capabilities.
“Even though the admin team didn’t have any background with content management systems, we built the site to be really user-friendly in the back end. That way, they would feel comfortable editing it in the future.” – Ben, Project Manager
The Transformation: Building a Platform for Growth
The finished website represented more than just a digital presence — it was a complete repositioning of how Excel presented themselves to the market. The sophisticated design elements, professional imagery, and clear service differentiation positioned them as the established, reliable partner they had always been, but now their digital presence matched their reputation.
The site successfully balances multiple objectives: it’s corporate enough for insurance companies, reassuring enough for distressed property owners, and flexible enough to grow with Excel’s expanding services. The visual system created for the website has since been applied to other materials, creating consistency across all touchpoints.
Most importantly, Excel now has a digital foundation they can build upon. The website was designed to accommodate future growth — whether that’s adding blog content, expanding their video library, or showcasing new service capabilities.
The project demonstrates how thoughtful brand consolidation, combined with strategic digital development, can position an established business for its next phase of growth. Excel didn’t need to reinvent themselves — they just needed the design language to speak a bit louder, presenting themselves as the industry leaders they had quietly become.
By taking a simple logo and building a complete visual system around it, Spark helped Excel bridge the gap between their established reputation and their digital presence, creating a platform that truly reflects their position as trusted specialists in Australia’s property insurance industry.
Ready to transform your digital presence whilst honouring your established reputation? Our brand consolidation approach helps established businesses present themselves as the industry leaders they’ve become.
