Wit & Craft

Wit & Craft is a brand strategy and design studio in Grand Rapids, Michigan, serving B2B service providers and manufacturers. Founded by Jon Czeranna, who spent two decades building brands for companies from Ford Motor Company to independent workshops, the studio helps small and mid-sized businesses uncover what genuinely sets them apart and turn it into positioning that commands premium pricing. Engagements cover competitive analysis, brand positioning, messaging, identity design, and implementation. Recent work includes repositioning artisan barrel maker Croze Nest away from factory price competition toward craft distillers, a move that took the company from selling one barrel to one customer to handcrafting more than 500 custom barrels per year. Wit & Craft also runs The Brand Lab, a positioning program, and Executive Brand Coaching for founder-led companies. Both include Brand Voice Engine, the software where a client's positioning lives and goes to work.