John Lawrie Metals

Forging a sharper digital presence for scrap metal specialists

Challenge

John Lawrie Metals are the largest metal recycler in the North East of Scotland, operating from three core locations in Aberdeen, Evanton and Lerwick. With the ability to recycle all types of scrap metal across the North East and beyond, they needed a website that reflected the scale, expertise and ambition of their business.

JLM approached us with the challenge of transforming their online presence into a modern, user-centred platform that made it easier for every audience to find the right information, from domestic customers and trade professionals to clients requiring specialist industrial support.

Approach

Working closely with the JLM team, we designed a digital experience that brought clarity, structure and confidence to the brand. The new website was shaped around their services, values and sustainability credentials, helping users quickly understand what JLM do, who they support and why their work matters.

From the outset, we knew the site needed more than strong functionality. It needed a suite of fresh visual assets that would elevate the brand and help JLM stand apart in a sector that often lacks engaging digital content.

Content creation

Photography and video were woven throughout the website to add depth, movement and credibility. Rather than relying on generic sector imagery, the site uses real project content to showcase the environments JLM operate in, the scale of the materials they process and the role they play in responsible recycling and decommissioning.

To capture the process, we collaborated with Flux Video across five days on site. Using drones, mounted cameras and handheld footage, we documented the work from multiple perspectives to create a dynamic overview of the project and showcase JLM’s expertise in action.

Photography was a key part of the project from day one. Our Creative Director, Mark, was on site throughout the shoot, working alongside fellow photographers Ray Smith and Jonathan Addie to capture stills that complemented the film and brought texture, atmosphere and detail to the website.

Digital

The final result is a modern website built around clarity, confidence and impact. We restructured the user journey to make it easier for visitors to understand JLM’s services, locations and capabilities, whether they are domestic customers looking to recycle household scrap, trade professionals needing reliable support, or commercial clients managing more complex industrial requirements.

The new site brings JLM’s scale and expertise to the forefront, using clear navigation, focused service pages and strong calls to action to guide users to the right information quickly. Every page was designed to balance practical usability with a bold visual style, giving the brand a more polished and professional online presence without losing the industrial strength of the business.