Digital Strategy in Action: KBE’s 4-Month Brand & Website Overhaul
The Challenge: A Website That No Longer Measured Up
KBE Building Corporation is one of the nation’s most respected construction firms, with a 60+ year legacy of complex builds, community leadership, and client-first partnerships. But when they came to Maestra, their website didn’t reflect their true stature.
Despite KBE’s portfolio of award-winning projects across healthcare, higher education, senior living, and more, their previous site felt outdated, templated, and too modest for who they really are. It lacked clear differentiation, failed to convey their dynamic culture or voice, and wasn’t optimized to convert key audiences—namely prospective clients and top-tier talent.
“We want a site that makes people stop, stay, and say, ‘I want to work with them or for them.’”
KBE Building Corporation’s Work: Bradley International Airport Ground Transportation Center
The Approach (Part 1): Strategic Alignment
We knew from the start that this wasn’t just a design challenge—it was a strategic repositioning. We led discovery workshops with KBE’s executive team, marketing leaders, and project managers to uncover:
How they wanted to be perceived
What set them apart from competitors like Gilbane, Dimeo, and Consigli
What they needed the site to accomplish from a business perspective
We surfaced clear themes which became the foundation for their updated brand positioning and messaging framework.
Before we wrote a single line of code or copy, we aligned on three key opportunities:
Bring their project stories and stunning content to the forefront. KBE had an impressive body of work—but it wasn’t front and center on the old site. We needed to elevate that portfolio and let the visuals do the talking.
Modernize their website while rightsizing the build. We streamlined the user experience, restructured the content to better serve key audiences, and ensured scalability for future growth.
Prioritize simple content management. KBE’s team needed a backend experience that was clean, intuitive, and easy to manage without constant developer support.
Once we had alignment, we moved fast.
The Approach (Part 2): Bring it to Life in Less Than 4 Months
KBE doesn’t sound like everyone else—and that’s by design. We developed a brand voice that’s confident, modern, plainspoken, and unmistakably “them.” Short sentences. No fluff. Big impact.
We delivered a full brand refresh—including a new logo, color system, type suite, and brand guidelines. Every word & design choice was crafted to reflect their values: “We don’t just build buildings. We build what matters.”
Using Squarespace, we brought the new KBE brand to life across a fully restructured, rewritten, and redesigned digital experience. We designed a clean, modular, scalable site that makes their work—and people—shine. Custom navigation, filtered portfolio views, verticalized content paths, and SEO-rich copy make for a smooth user journey, no matter the entry point. Every page was carefully written to reflect KBE’s voice. Every layout was built to move visitors deeper into the user journey. And every piece of content was purposefully crafted to show what truly sets KBE apart.
We also prioritized:
Mobile-first design for job site visitors and recruits on the go
Fast-loading image modules to showcase their stunning project photography
Streamlined UX that connects users to open positions, blog stories, and sector-specific case studies with fewer clicks
The Outcome: A Site That Finally Feels Like KBE
The new kbebuilding.com isn’t just a website—it’s a growth tool, brand amplifier, and recruiting magnet. Key results:
75+ SEO-optimized pages written with clarity and intent
Dynamic sector portfolio that lets their project work lead
Engaging, flexible content blocks for future in-house editing
Elevated brand voice that carries through every word
This project was the kind that reminds us why we do what we do at Maestra: translating confidence, culture, and clarity into the digital space—so great companies can grow with intention.
KBE builds excellence every day. Now, their site does too.
“What began as a simple website overhaul quickly evolved into a full transformation of our image and branding. The guidance Maestra provided — along with the insightful questions that pushed us to evaluate who we are and how we want to be portrayed — truly led us through a comprehensive corporate rebrand and website redesign.
Trusting someone outside your organization to create a website that genuinely reflects your culture can be challenging, but placing our trust in Maestra turned out to be one of our smartest decisions. She exceeded our expectations in every way.”
Looking to Build a Site That Builds Belief?
If your online presence is no longer keeping pace with your brand, your people, or your potential—we should talk. Contact Allison to get started.
