Redefining the Future of a Regional General Contractor
Repositioning the construction industry as a force for shaping local communities through employer branding Kawata Construction is a general contractor based in Mishima City, Shizuoka Prefecture. While construction remains its core business, the company has also expanded its role by engaging in community development and regional revitalization initiatives. However, the construction industry has long been associated with stereotypes such as being labor-intensive, conservative, and traditional. As a result, many young job seekers struggled to see the broader purpose and potential of a career in the industry. In reality, Kawata Construction had already evolved beyond a conventional contractor. The company was actively creating new businesses, supporting local communities, and helping shape the future of the region. This project was not simply about redesigning a recruitment website. It was about challenging existing perceptions of regional construction companies and redefining Kawata Construction as an organization that creates the future of its community.
Context
Construction was not being recognized as a future-oriented profession
Although the construction industry plays a critical role in supporting society and infrastructure, its social value and long-term impact were often difficult for younger generations to understand.
Kawata Construction had been pursuing a wide range of initiatives, including community revitalization, urban development, and new business creation. However, these efforts were often overshadowed by the traditional image associated with construction companies.
As a result, prospective employees found it difficult to understand what kind of future the company was trying to create and why its work mattered beyond construction itself.
The challenge was not simply to explain what the company does, but to communicate why it exists and what kind of future it aims to build.
Approach
Reframing the company as a creator of local futures
Through interviews with the company’s leadership and employees, we identified the values, ambitions, and mindset that define Kawata Construction.
This process led to the recruitment brand concept: “New.”
The concept represents the company’s commitment to challenging industry conventions, creating new value for local communities, and continuously embracing the future with a spirit of innovation.
Rather than relying on conventional construction-industry imagery, the website adopted visuals inspired by future cities and emerging lifestyles. These elements helped communicate a vision of what employees could contribute to in the years ahead.
Employee stories and leadership messages were also integrated throughout the experience, allowing visitors to understand not only the work itself, but also the future the company is striving to create.
Outcome
From a construction company to a builder of local futures
As a result of these efforts, Kawata Construction strengthened its position as more than a traditional contractor. It emerged as a company committed to creating the future of its region.
Prospective employees gained a clearer understanding of the company’s vision, values, and role within the community, enabling them to connect with the organization on a deeper level.
The project also helped challenge conventional perceptions of the construction industry by presenting it as an opportunity to shape communities, create new possibilities, and contribute to the future.
Ultimately, this project became more than a recruitment website renewal. It established a foundation for communicating Kawata Construction’s purpose and future aspirations through a compelling employer brand.
Logo
Symbol
Type
faces
Color
Schemes
RGB / 210 248 255
CMYK / 21 0 4 0
HEX #D2F8FF
RGB / 133 221 250
CMYK / 48 0 6 0
HEX #85DDFA
RGB / 0 0 0
CMYK / 0 0 0 100
HEX #000000
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