Excellerate Services refreshes its brand and sets a new standard

Building on a strong legacy, the company has evolved to meet the changing needs of the market. The new brand captures that shift: a sharper focus on specialist expertise, technology-driven operations, and a clear commitment to actively improving every space it manages, every day.

"This has been a natural evolution," says Adriaan Otto, managing director of Excellerate Services. "We've built something strong over the years, and this refresh is about making sure our brand reflects the full depth and breadth of what we offer today, and the standard we hold ourselves to."

A clearer structure

Excellerate Services operates as the master brand, delivering services through four specialist divisions:

1. Excellerate Security – manned guarding, security technology, and security special operations

2. Excellerate Cleaning – contract cleaning, hygiene solutions, pest control, and landscaping and plantscaping

3. Excellerate SmartPark – parking and admissions management

4. Fresh Canteen – corporate food services.
   

The brand refresh is being implemented across all territories – Southern Africa, the Middle East, the UK, and Ireland, at a point when consolidating the company's positioning and core values across all regions makes clear strategic sense.

The Better Way

The Better Way is the brand promise and a way of working, underpinning every decision, deployment, and interaction across the business.

Excellerate Services' position is that 'good enough' is not good enough. The company's mission is to leave every space they touch better than before, a standard that applies to every service line and every member of staff.

The brand's new tagline, 'Where Better Begins', captures this from the client's perspective: engaging Excellerate Services is the starting point for spaces that perform better, feel safer, and create a more positive experience for the people in them.

What sets Excellerate Services apart

Excellerate Services is leading with specialist expertise and the sophistication of how it deploys and manages operations.

Central to this is an investment in smarter, data-driven operations, with Velocity and the Performance Centre at the heart of the standard they are setting.

Velocity is the company's proprietary technology platform, providing real-time visibility across every site Excellerate Services manages – allowing the company to identify issues early, respond faster, and manage performance more consistently, shifting from reactive service delivery to proactive management.

The Performance Centre is the central hub where everything comes together. Modelled on a proven approach from the UK business, it has been implemented in the South African operations – a hub where teams actively monitor sites, support staff on the ground, and make better decisions in the moment, not after the fact.

"Our clients shouldn't have to wonder whether standards are being met," says Otto. "With the Performance Centre, they don't have to take our word for it, they can see exactly what's happening, where standards are being met, and where improvements are being made. That's what it means to be a genuine strategic partner."

Equally important is its people-first culture. Staff are trained and measured not just on task completion, but on whether they left each space better than they found it – a standard that applies to a guard on overnight patrol, a cleaner in a shopping centre bathroom, a landscaper on an estate, or a chef preparing lunch in a corporate canteen.

For clients managing multiple service providers, the practical advantage is real: a single provider with specialist divisions across security, cleaning, parking, and food services removes the coordination costs – in time, communication, and accountability, that come with fragmented service delivery.

"We're not just updating a brand look and feel," Otto adds. "We're making a commitment – to our clients, to our staff, and to the communities we operate in – that we're going to do this better. That's what The Better Way means."