When MACK Studios, a legacy fabrication and design studio, came to Canopy Brand Group, they were ready to evolve. They wanted a brand repositioning that captured not just what they do—but who they are. Our mission was to craft a modern identity rooted in MACK’s culture, creativity, and deeply human spirit.

Challenge
Modernize and reposition MACK to better reflect the soul of the company—its people, purpose, and passion—while honoring its decades-long heritage.

Our Strategic Approach
Step 1: Cultural Immersion
We began by listening. Through informal interviews and open conversations with MACK team members, we unearthed the emotional core of the company—what drives them, why they stay, and what MACK means to them. This became the foundation for everything that followed.

Step 2: Anchoring in the Work
From experiential environments for Tesla and Starbucks to spaces for Chobani and Carrier, MACK’s portfolio speaks volumes. We immersed ourselves in their work to truly understand what makes their execution, craftsmanship, and design ethos exceptional.

Step 3: Defining the Brand Narrative
With insight from people and product, we shaped a new brand narrative that could live both internally and externally—celebrating MACK as a spirited organization fueled by design and humanity. The result: a powerful new positioning and tagline—
MACK: Designed by Human Spirit.

Step 4: A Brand Identity Reborn
We brought this narrative to life through a refined visual identity and website experience, giving MACK the voice, look, and message to carry them into the future.

Client Testimonial
“Canopy was able to reach into our history, create an open collaborative environment, and allow for our human spirit to drive creativity to move MACK to the next level of our evolution. This has allowed us to focus on our journey as a company with the right message we want the world and our clients to know.”
— Jose Colon, President, MACK Studios