When MACK Studios approached us about repositioning their brand to be more relevant to the world today and reflect more of who they are as a company, we took a simple, yet strategic approach to help them reach this goal.

Step 1...
Understand the rich heritage of MACK -- their people and culture. We did this by interviewing their people through an informal process to get to the heart of why they work there, and what makes it such a great company.

Step 2...
Get grounded in the work. Their incredibly impressive portfolio of producing experiences and spaces for the likes of Starbucks, Tesla, Carrier, Chobani, and more, made it easy to understand why they stand apart from others in their space.

Step 3...
Take this information, and create a narrative that can be used both internally and externally. Something that supports their position as a spirited organization that lives and breaths creativity and design. The final positioning, and now tagline, MACK - Designed By Human Spirit.

Step 4...
Bring the new narrative to life in the form of a new brand identity, and website experience.

"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,” said Jose Colon, President at MACK.

About The Company
Founded in 1965 by Casimir Thomas Maciulewicz (known affectionately as “Chuck Mack”) in Auburn, NY, today, the torch is carried on by his son, Peter, as owner and president. Our mastery is relevant today, with hints of tomorrow. As the world evolves it’s part of the story. The heart and soul of MACK transcends, teaches and leads the way for the next generation and passes the torch that never goes out.