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The Basis Group
Website Design and Development
Visual Brand Identity
Digital Campaigns
White Papers
Sales Presentations

In just two decades, Exceedra grew from a small, UK-focused integrated business planning company to an award-winning, multi-national corporation bringing IBP solutions to the Consumer Packaged Goods industry. By integrating business planning and optimization analysis, Exceedra transforms trade promotion management from a cost-of-doing-business to a business-building strategy.

“We were preparing to expand our business from Europe to North America and needed a website that could speak to a global audience. We were impressed by TBG's keen understanding of B2B technology companies. They crafted a message and gave us a fresh logo and a new look that positioned us to go big in this new marketspace. The work TBG did for us played a major role in attracting our acquiring company. The Basis Group continues to be a great strategic resource for us.”

Richard Nicholas, CEO

AFS (formerly Exceedra)

Brand Drivers

Primary Color Palette
  • Energy
  • Passion
  • Excitement
  • Aggressive
  • Approachable
  • Adventurous
  • Positive
  • Warm

Raleway embodies two opposing attributes that typically don’t live together in one typeface. One the one hand it’s a simple, clean san-serif face that represents technology well. One the other hand this font is approachable, friendly and optimistic. These complementary characteristics work together to express the accessibility and human aspects of the Exceedra brand.


Multi-faceted patterns reflect the dynamic and changing nature sales and operations data. Exceedra’s solutions are the structure that turns data into information.

  • Focus
  • Alignment
  • Synchronization
  • Data
  • Insights
  • Real-life business imagery provides authenticity.
  • Outlined people and products create focus.
  • Detail images communicate a commitment to fine points.
  • Graphic geometric patterns reflect data, alignment and synchronization.