Reimagining an iconic metal manufacturing legacy brand
Branding & Logo Design • Website Design • Website Development • Print • Video
Giving an Industry Titan a Legendary Rebrand
When Social Link got the opportunity to rebrand John W. McDougall Co., we knew we had to deliver. The legendary manufacturing and construction titan, who completed herculean projects such as Disney’s EPCOT Spaceship Earth and Nashville’s Music City Center, needed an updated redesign, and Social Link was eager to impress our fellow Nashville-based business.
We needed to give John W. McDougall a rebrand worthy of its legacy, so Social Link got to work on a project that reflected the company’s storied past, its impressive projects, and its future on the cutting edge of construction and design. The results speak for themselves.
From a new color palette and logo to a brand-new website to award-winning videography that showed the architectural and engineering prowess of John. W McDougall, we’re proud to flaunt our branding and design skills after working with this titan of industry.
Project Snapshot: A Legacy Reimagined
Social Link rebranded one of Nashville’s most iconic construction firms with modern tools and timeless storytelling.
01.
Brand Identity Refresh
Logo, color palette, and visual direction
02.
Website Redesign
Clean, mobile-optimized, built on WordPress
03.
Content Creation
Award-winning photography & videography
04.
Digital Strategy
Social media presence and Google Business Profile
05.
Tools Used
Google Ads, Meta Ads, WordPress, Instagram, Facebook
01.
Brand Foundation & Discovery
Our team began by understanding what made John W. McDougall Co. a pillar in construction and metal fabrication. Through discovery sessions with company leadership, we clarified:
- Legacy Themes: Excellence, precision, architectural significance
- Key Audiences: Developers, architects, commercial builders
- Messaging Goals: Modernize without losing heritage
This strategic groundwork shaped the visual language, tone, and structure for all future deliverables.
02.
Visual Identity:
Rebranding a Titan
A refreshed visual identity helped breathe new life into a storied name.
- Logo Redesign: Strong, industrial marks built for versatility
- Color Palette: Rich metallics and deep neutrals to reflect materials and craftsmanship
- Typography & Brand Guidelines: Balanced classic design cues with contemporary readability
Together, these elements preserved the company’s legacy while future-proofing its brand.
03.
Website Design & Development
The new site brought McDougall’s story and capabilities to life online.
– WordPress Build: Fast, responsive, SEO-optimized
– Navigation Strategy: User-centric with clear paths for key audiences
– Project Showcase: Highlighted major wins like Music City Center and EPCOT
– Lead Enablement: Clear CTAs, contact forms, and embedded video
Results
28%
bounce
rate
41%
average session
duration
37%
mobile
lead time
04.
Content Creation:
Photography & Videography
Content Creation: Photography & Videography
- On-Site Shoots: Industrial and architectural photography
- Brand Video: Story-driven showcase of projects and process
- Drone Footage: Captured structural detail at scale
- Social Snippets: Modular video edits for Meta and Instagram
These assets supported both paid and organic media campaigns while positioning McDougall as an industry authority.
05.
Social & Digital Presence
To support brand awareness and SEO, we aligned
their online presence with the new identity.
– Google Business Profile: Fully optimized with visual assets and reviews
– Meta Ads & Instagram: Launched short-form video campaigns
– SEO Updates: Keyword-rich content and updated metadata for visibility
Outcome:
Increased branded search volume, higher engagement rates on social posts, and improved local map pack rankings.
06.
Measurement &
Optimization
While the core rebrand was the centerpiece, data-backed refinements ensured it delivered impact:
- Tracked engagement on new site and social platforms
- Monitored ad performance (CTR, reach, video views)
- Delivered insights in monthly client reports

Key Outcomes & Business Impact
Fully modernized brand identity for a multi-generational firm
Award-winning content supporting new business development
Strong digital presence driving measurable engagement
Inspired by the John W. McDougall Rebrand?
If your brand deserves a transformation rooted in legacy, vision, and impact—Social Link is ready to deliver.
Let’s build something iconic.
Ready to Discuss Your Next Project?
No matter the size of the project, our award-winning team is here to help you elevate your business with next level with professional website development.
Absolutely first-class service. The personal attention to detail and prompt communication made this process so rewarding to our school’s vision and goals. Plus, everyone is so kind and relatable!
Dr. Brenda Diaz
Executive Principal, Nashville
Big Picture High School
