Built a high-trust brand and signature system for an immigration-tech platform, from zero to credible.
"Even though we used the same underlying tech, the brand system USL built for Exelita made us stand out immediately."
Irewole Akande, Founder and CEO, Exelita
Client
Exelita
Industry
Immigration Tech
Services
Branding & Product
01 · CONTEXT
Repositioning for a high-trust audience.
Starting point: no brand system, no narrative, no public presence. We partnered with Exelita, an immigration technology platform built to help extraordinary professionals prepare strong, credible EB-1A and EB-2 NIW petitions. The platform structures achievements, evidence, and supporting documents into petition-ready content, with tools for recommendation letters and exhibit organization. At the time of engagement, Exelita was preparing for public launch while shifting from a direct-to-consumer focus toward serving law firms and professional service providers.
02 · THE CHALLENGE
Building credibility from zero.
We were operating in a highly regulated, trust-sensitive domain where users make life-changing decisions. Exelita had no existing brand system, no product narrative, and no public presence. The brand, product, and launch needed to be built at the same time. The business was also repositioning toward B2B buyers, which required a more authoritative and professional signal from day one.
03 · OUR APPROACH
One system, built for trust.
Constraint: launch timeline could not slip. We treated Exelita as a single system, not a set of isolated deliverables. Strategy, brand identity, website, and launch assets were built together so every touchpoint reinforced the same message. Every decision was guided by one objective: create immediate credibility for individuals while meeting the expectations of law firms and institutional partners.
Typography
Colors
Icons
Brand Guidelines
04 · THE WORK
Launch-ready brand and product system.
We delivered a complete Launch-Ready Brand and Product System to support Exelita's public launch and market repositioning.
What we delivered:
- - Brand positioning and messaging framework
- - Brand identity system and guidelines
- - Website strategy, design, and build
- - Core product and marketing screens
- - Launch and event assets
- - Merchandise and physical touchpoints
We designed the system to scale across product interfaces, marketing materials, and live events without losing consistency or trust.
05 · OUTCOME
A credible launch in a complex market.
We launched Exelita with a clear market position and a cohesive brand and product presence. The launch event reinforced professionalism and trust, and early engagement supported Exelita's transition toward serving law firms and institutional partners.
This system reduced time-to-launch and increased trust signals across every touchpoint.
Visit Live SiteLaunch Countdown Graphics
Social Media Carousel System
Launch Event Highlights
Event Photography Collection
06 · IMPACT
Project snapshot.
months from strategy to launch
product and marketing screens designed
target audiences supported B2C and B2B
launch timeline delivered
launch event attendees
early institutional conversations
Irewole Akande
Founder and CEO, Exelita
A lot of teams are building with AI right now using the same tools, which has made many products look identical. That sameness reduces trust instantly. Investing properly in branding completely changed that for us. Even though we used the same underlying tech, the brand system USL built for Exelita made us stand out immediately. It set us apart from competitors, improved trust, and helped us win both SEO and AI discovery in the US. That differentiation has directly contributed to strong traffic and adoption.