2 PHRASE EXERCISE
3 WORD EXERCISE
Recurring Language & Core Themes
Craftsmanship as Identity
“Artisanal craftsmanship with modern technology”
“Defined by craftsmanship”
“Craftsmanship without compromise”
Innovation + Precision
“Finds the synergy between innovation and application”
“Design-smart. Detail-driven.”
“Innovative by design”
Refinement & Timelessness
“Refined architectural finishes”
“Enduring work”
“Built with integrity, made to last”
Trust & Dependability
“Trusted by architects, builders, and brands”
“Reputation built on trust and precision”
Collaboration & Service
“Collaborate early. Execute flawlessly.”
“Reduce your stress, save you time”
“One path, many feet”
“Truly care about good work”
Team & Culture
“A true team”
“Unique assembly of talented craftsman”
“Enjoy the process”
Excellence as Standard
“Excellence isn’t a finish line, it’s the baseline”
“Do good work”
Elevated Language
Team members expressed that words like “beautiful” and “improve” are too broad and soft for a brand rooted in precision and high-end fabrication.
Precision-Driven Identity
There is strong alignment around McKenzie Craft’s identity as a precision-oriented fabrication partner. The brand is defined by execution, complexity, and craftsmanship—not general aesthetic value.
Audience & Service Positioning
Comments reflect the importance of clarifying that McKenzie Craft does not design or author spaces, but rather partners with architects, designers, and builders to realize their vision.
Internal Culture & Service Attitude
Feedback highlighted pride in the internal culture—commitment to quality, continuous improvement, and a service-oriented mindset.
Emotional Impact Through Execution
Several responses emphasized that while McKenzie Craft does not shape what gets built, it does control how it’s executed. The emotional impact of the work comes from precision, intentionality, and detail—not abstract aesthetics.