From Fragmentation to Connection
THE CHALLENGE
For over a century, Black & McDonald grew from a small wiring contractor into one of North America’s most trusted multi-trade service providers. But while the business expanded across 40+ offices and thousands of employees, its digital presence lagged behind. Disconnected business lines and siloed content left customers with a fragmented experience. What B&M needed wasn’t just a new website, but a unified digital platform to connect their brand and elevate customer experience.
The SOLUTION
Mindshape guided Black & McDonald through a full Vision to Action methodology — bringing clarity, cohesion, and customer focus to a complex digital challenge.hrough a full Vision to Action methodology — bringing clarity, cohesion, and customer focus to a complex digital challenge.
We began by engaging stakeholders across 12 departments, running discovery sessions and design workshops that uncovered audience needs and operational realities. This led to the creation of detailed personas and customer journey maps, which became the blueprint for site architecture, content flow, and design.
From there, we delivered a fully integrated platform that was:
- AODA compliant, bilingual (English & French), and responsive across devices
- Designed with SEO optimization and conversion pathways at the core
- Supported by cross-platform testing, CRM integration, and monitoring tools
By aligning brand strategy, technology, and design, we transformed a fragmented presence into a seamless experience that worked for customers and internal teams alike.
THE RESULTS
In less than 6 months and on budget, Mindshape delivered a high-performance, enterprise-scale website that became a central hub for Black & McDonald’s brand.
- A platform designed to evolve, scale, and support long-term business
- Multiple business lines are now connected under one unified digital identity
- Customers guided through clear, intuitive journeys tailored to their needs
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