This site is not optimized for Internet Explorer 9 and lower. Please choose another browser or upgrade your existing browser in order get the best experience of this website.

Alec Williams Construction

Making a strong emotional connection
with the right audience

  • Brand
  • Web
  • Social Media
Alec Williams Construction
Scroll Me

The Story

Alec Williams came to Blackcoffee looking for a new website. The challenge was to differentiate his unique high-end home building practice from the competition. Alec’s existing site and promotional materials were adequate but unremarkable. We made the move to remarkable through uncovering Alec’s personal story, highlighting why working with Alec Williams Construction is different and better than working with any other. We also honed in on Alec’s preferred target audience, focusing on inner-city Calgarians looking for a high end home build or a superior renovation.


  • Brand Strategy
  • Visual Design
  • Photography
  • Custom WordPress Website
  • Social Media

Our Approach

We started with a brand refresh – a bolder, clearer identity and a strong compelling tagline. We then personally selected local photographers to get visuals that highlight families, homes and real life, not empty buildings. The theme connects the target audience to an emotional brand promise offering potential clients peace of mind through one of life’s most challenging endeavours: a major renovation or new home build.


The resulting brand materials, including a beautiful and emotionally compelling website stand out from the competition in Calgary. And Alec reports new clients are signing on based on (and through) his website, a first for his business.