EXSquared Branding & Design

Branding a product company is never an easy job. Everything a consumer looks at is a commercial. A testament to the company's skills. EXSquared was a brand that needed an updating. Luckily, they had purchased my design agency - Rocksauce.

Biggest issue? No one knew how to say the name. EX2 or EXSquared? The latter is correct. Since design is communication, understanding the company name was at the top of the list. Design sometimes needs to find a jumping-off point. When one doesn't exist, time to create it.

But, EXSquared's arrow was actually a house. Why? Because many of their customers came from the New Home Industry. Their parent company, Builder Homesite, Inc., was the the largest marketing agency in Austin, but solely focused on homebuilders. Making their direct connection to homebuilding a core aspect of the EXSquared mark.

For EXSquared's typographic backbone, I selected Helvetica Neue as the primary voice. Its clean lines and unparalleled readability ensure a seamless user experience across all content, from body copy to interactive elements. To punctuate key moments, I introduced Harfang, a striking secondary font. This distinctive typeface adds a touch of personality and emphasis, reserved for impactful introductions and conceptual headers.

Helvetica Neue, a linchpin of modern design, offers a robust and versatile foundation, ensuring clarity and professionalism. It's a classic for a reason. Harfang, meanwhile, is a playful yet sophisticated choice from the Adobe Fonts library, meticulously employed to draw attention without overwhelming the user.

The new EXSquared site needed to be an experience, not a brochure. Movement engages users, directing their actions and capturing attention. Each motion of the page drives the eye down the screen, ingesting new content as it goes along. Don’t stuff everything above the fold, define what people need to know . A powerful video sets the tone and sparks ideation, exactly what EXSquared wanted people to walk away with.

Motion was where I had the most fun. Every scroll reveals something new: headlines that slide in with intent, stats that animate into place, case studies that feel like chapters in a story. The animations are light but purposeful, giving the site energy without weighing it down.

Case studies got their own stage. As great clients should: Coca-Cola, Lennar Homes, Don’t Mess with Texas, each one stands apart with bold photography, color, and layout. Instead of cramming them in a grid, I let them breathe. Scrolling feels like flipping through a series of spreads, each designed to spark curiosity for what’s next.

The credibility section needed to hit fast and clean. Big numbers, sharp logos, and no wasted words. 20 years in business, 14 Fortune 500 clients, millions of users, all presented in a way that reinforces trust without slowing the flow. Visitors get proof of EXSquared’s impact in seconds.

Under the hood, the site is as smooth as it looks. Responsive layouts, light animations, and intuitive navigation keep the experience consistent on any device. It’s built to feel effortless — modern, fast, and always moving forward. Exactly the type of site I love building.

The Capabilities section is where the EXSquared brand really flexes. Instead of a laundry list of services, I designed it to feel like a launchpad. Four bold pillars that instantly show off the company’s range: Big Bang Ideation, Experience Design & Development, Sitecore & Digital Experience Platforms, and Nearshore Remote Talent & Staffing. Each card is direct, eye-catching, and designed to make you want to click in and see more.

Once you dive in, every page feels like its own story. Big Bang Ideation captures the buzz of collaboration, sticky notes and all. Experience Design & Development comes in strong with confident statements about performance and craft. Sitecore speaks with authority, leaning into EXSquared’s decade-plus of platform expertise. Nearshore Talent flips the script, highlighting the people behind the work and the efficiency they bring. Each one has a distinct personality, but together they create a bigger picture: EXSquared can handle the whole digital journey.

The pages all follow the same rhythm: a bold claim up top, visuals that bring it to life, and real case studies that prove the point. Bechtel, Coca-Cola, Lennar, CallMiner , the credibility is baked in. It’s not abstract promises; it’s “here’s how we’ve done it before, and here’s how we can do it for you.” That balance of storytelling and proof makes the content both inspiring and trustworthy.

To keep momentum, I built in cross-promotion across the section. Each page ends with the full set of four capabilities, so visitors never hit a dead end. It feels like an ecosystem — no matter where you start, you’re nudged to explore further, and by the time you’ve clicked around, you’ve seen how all the parts fit together. It’s clean, confident, and designed to leave the impression that EXSquared can do it all.

The Blog was designed to be more than a dumping ground for posts, it’s a thought leadership hub. The archive page uses large, bold visuals with strong headlines, making it easy to browse by topic or dive into a story that grabs your attention. A sidebar keeps everything organized with quick topic filters and a consultation form, so users are always just a click away from reaching out. The design makes content feel approachable and structured instead of overwhelming.

On individual article pages, I focused on readability and authority. Pull quotes and subheads break up the text, large imagery keeps the page engaging, and author bylines bring a human voice to the writing. Related articles are built right in at the bottom, keeping users engaged and encouraging exploration. It’s a system that balances credibility with usability: serious content, but presented in a way that’s easy to digest. For EXSquared, that positions them not just as a vendor, but as a leader in digital thinking.

For Company, I wanted to strip away the usual corporate fluff. The About page leads with bold, honest messaging: “Let’s be clear.” Instead of trying to oversell, it acknowledges that plenty of agencies claim to do digital: the difference is in how EXSquared approaches the work. I broke the content into digestible values, mission, vision, stats sections, so visitors can quickly see what EXSquared stands for and what kind of impact they’ve had. It’s clean, confident, and rooted in credibility.

The Contact page carries that same energy but makes the act of reaching out feel effortless and a little fun. The bold blue hero panel grabs attention immediately, while the form is quick and human-centered. To make it memorable, I included playful touches like “By Jetpack” directions alongside the practical contact info and world map. It shows that EXSquared is global, approachable, and not afraid to inject personality into even the smallest details. Together, the About and Contact pages create a strong brand bookend.

All the hard work paid off. All of the numbers we were tracking went up, across the board, with no ground lost. Most important, people were coming back to the site more, staying on it longer, and we increased our qualified inbound leads.