overview
KE‑Kentenich GmbH is a leading group in landscaping, civil engineering, garden design and construction logistics near Düsseldorf, operating through separate companies. Before the redesign, the brand and websites were stuck in the 90s, with almost no digital presence. This made it hard to attract talent, qualify leads, and clearly communicate the services of each business unit.
Working as a freelance designer with Unable Agency, I helped KE‑Kentenich turn this fragmented presence into a cohesive umbrella brand with a scalable identity and a modern web ecosystem spanning today four live sites.
challange
The core challenge was to unify four established companies under one strong umbrella brand without losing their individual strengths. The existing visual identity, typography, and website structure felt outdated and inconsistent across touchpoints. There was no clear entry point for potential clients or applicants, and users struggled to understand which company covered which service.
At the same time, a generational shift in leadership made it the right moment to set the foundations for a long‑term digital transformation, with the brand as the connective tissue between physical and digital experiences.
my role
As freelancer designer on the project, I was responsible for:
Defining the new visual identity and design system for the umbrella brand and all three sub‑brands.
Translating the brand into clear UX patterns and layouts for three interconnected websites.
Collaborating closely with the strategist (Unable) and the developer to ensure consistency across all digital touchpoints and future scalability.
Approach
Umbrella brand & sub‑brand system
I started by defining a core visual language—logo system, typography, grid, and color palettes—that could scale from the main KE‑Kentenich brand to each sub‑company. Each sub‑brand received its own accent color and tailored applications while staying clearly part of the same family.
From offline legacy to digital clarity
Together with the strategist, I mapped existing customer journeys: from construction sites and vehicle signage to phone calls and finally the website. This informed a UX architecture where the main site guides users toward the right company by use case (e.g., garden & landscape, civil engineering, logistics), with dedicated landing pages, clear contact paths, and focused content for both clients and applicants.
Design & development collaboration
I worked hand‑in‑hand with the developer to ensure that the brand translated into robust components: headers, navigation, cards, and content blocks designed once and reused across all six sites. This made the ecosystem easier to maintain and guaranteed a consistent experience across desktop and mobile.
Outcome
Within six months of launch, the new brand and web ecosystem delivered measurable impact:
Sixfold increase in website traffic and visibility across the group’s domains.
Clearer positioning of each company, leading to better‑qualified leads and new project inquiries via the websites.
Demonstrable improvement in recruitment, with more candidates applying directly online instead of offline channels.
A consistent corporate design now spanning digital platforms and physical touchpoints such as site fences, vehicles, and marketing materials, strengthening the company’s image from leadership to on‑site teams.
The project gave KE‑Kentenich a solid, future‑proof brand foundation and a coherent digital presence that supports both growth and the ongoing generational transition in the company.
