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.