McKenzie's existing brand assets, web presence, and digital marketing materials were not optimized to communicate the sophistication of their work or drive project acquisition. Portfolio access was limited and lacked consistent quality standards. Proposals were poorly branded with no established workflow, and email marketing efforts were underperforming with little reach or engagement. The estimating and sales team had no streamlined system for identifying and prioritizing the right project opportunities.

Edenfield Studios stepped in as an embedded marketing director, taking full ownership of McKenzie's creative and marketing output. A comprehensive web redesign was implemented alongside updated brand guidelines, creating consistency across digital platforms, social media, and print materials. Portfolio assets were elevated to better reflect the quality of McKenzie's work and attract new clients. The proposal process was rebuilt with targeted messaging and clear brand differentiators. Modern email marketing practices were introduced including targeted campaigns, updated design, and data-driven strategies to improve outreach and engagement. AI-powered lead generation systems were built to optimize acquisition and help the estimating and sales team evaluate incoming ITBs, identifying best-fit opportunities and improving the efficiency of the sales pipeline.

McKenzie now operates with a cohesive, elevated brand presence across every touchpoint, from their website and social media to proposals and email campaigns. With AI-assisted lead generation in place, the sales team spends less time sorting opportunities and more time winning the right ones, positioning McKenzie as the premium fabrication partner their work has always deserved.