Just a girl in the digital world with an analog spirit.
I’m KayLea Schnell, the founder of Beneath the Build. While I’m a web designer by trade, I dabble in many creative pursuits. You can find me with paints or pastels, hand-dying scarves, or refurbishing furniture.
With a BA in English Literature and Philosophy and a decade in design and communications, I’ve spent my career obsessed with two things: Good storytelling and functional structure.
I’m naturally drawn to modern and editorial design; I appreciate the timeless nature of well-made things. I’ve never been one for the "noise" and fast-pace of social media. I prefer slow, steady growth and the quiet power of continuously bettering one’s craft.
That’s why Beneath the Build focuses on creating sustainable websites that work for you in the long run—turning your hard work into an asset you’re proud of.
Services + Capabilities
Blending editorial discipline with whole-systems digital design to move your presence from a stagnant brochure to your best online asset.
Narrative-led content
Editorial Direction & Tone of Voice
Core Messaging & Narrative Arcs
Content Strategy & Messaging Pillars
Brand Storytelling & Strategic Copywriting
information architecture
Qualitative Synthesis & Brand Discovery
User Journey Mapping & Ecosystem Design
Brand Architecture & Positioning
Search-First Infrastructure & Category Analysis
Experience design
UX/UI Design & Interface Architecture
Bespoke Art Direction & Visual Identity
Digital Component Libraries
Interaction Principles & Tactile Digital Elements
Experience & Collaborations
Bartle & Gibson
Papa Johns
Impact Energy
Fresh Coast
Liquor Depot
AGLC
Aurum
Rohit
+ More
Creative Partners
I am an independent design studio, but certain projects require special touches from other industry experts. I partner with strategists, developers, and copywriters as needed.
Curious about becoming a creative partner or collaborating? Please reach out, I’d love to hear from you.
Bernedette Teo
Collaborator, Strategist
Bernedette’s experience comes from working at one of the largest corporate agencies in Western Canada for years, where she had the opportunity to work closely with small to large businesses in various industries.
However, she wanted to have a more direct and positive impact through my work and help small business owners who are typically overwhelmed with all the hats they have to wear. That is why she started a one-woman consultancy where she works directly with purpose-led founders that are looking to leave the world a better place.
Murphy [Feline]
Human Resources
Murphy is a rescue kitty and has rescued me from entrepreneurial doom spirals many times. She is self-taught and her agency demands regular breaks [naps], ample sun, and routine snacks. She is a furry desk fixture and keeps the work-life balanced.