CAN-003: Canopy BRANDING

Creating a brand for the booming creator economy

  • Project still pending results

  • Logo design, brand design, photography treatment, website design visuals, presentation templates & materials

  • Client:
    Nicholas Guy & NoLogo Ltd

    Art Direction, & Brand Design:
    Asa Rodger

CAN-003: Canopy BRANDING

Creating a brand for the booming creator economy

  • Project still pending results

  • Logo design, brand design, photography treatment, website design visuals, presentation templates & materials

  • Client:
    Nicholas Guy & NoLogo Ltd

    Art Direction, & Brand Design:
    Asa Rodger

A woman smiling with eyes closed, standing outdoors on a tree, wearing a gray sports bra, matching leggings, and a light-colored open shirt. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Logo wordmark of the word 'CANOPY' in bold, white letters with a registered trademark symbol in the top right corner. 
Building the brand around User generated content
A man with dreadlocks and a beard smiling and holding a smartphone, standing behind a white table with a mug and a closed laptop, against a plain wall. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A swatch of the colour Pantone® 133 Coated Sunburst Yellow
A sticker showing the Canopy logo monogram 'C'
A swatch of the colour Pantone® 7221 Coated Mid-Green
Tropical rainforest with dense green trees and a tall, leafless tree in the center, foggy background.
Tree trunk and branches in a forest canopy with sunlight filtering through green leaves. 
Initial MOODboarding for the Canopy brand
Canopy logo in black text on a white background. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Blurred green background with a faint yellow-orange spot in the center. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A dark brown, textured surface with the tagline Influence Well, typeset in the brand typeface. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Blurred green and yellow background, no distinguishable objects or details. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
Building the Visual Identity
Color palette featuring Soil Black, Canopy Green, Fern Green, Sunblush Yellow, Mist Grey, and Cloud White, with associated color codes and RGB values. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
Brand colours built around the concept of the canopy ecosystem
Black rectangular signage outside a building with the logo wordmark 'CANOPY' in stylized white letters, mounted on a brick building exterior.

Story

Marketing agency, Canopy, pairs sustainably driven creators with sustainably-driven brands. The online platform is a space for connecting creators and companies, while offering frameworks and services to protect and guide both through the relatively new, blooming industry.

With the owner and management team, we imagined the brand coming to life inspired by the idea of a habitat – a habitat which protects and serves its members, the ‘canopy’ being the umbrella for the ecosystem within. That simple concept influenced everything in a subtle, abstract way, from the logo and colour palette through to the ‘Understory’ newsletter name, and flourishes like the photography treatment.

Working alongside the team with regular check-ins, the logo, visual identity, website designs and presentation templates were created with on-going art direction, to help bring the full-bodied brand to life – letting the team move quickly into developing the platform.

Blurred abstract background with shades of green and yellow. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A young man with platinum blonde hair, wearing a beige sweatshirt, silver chain, and earrings, posing outdoors with sunlight and shadow on his face. Created for Canopy, influencer marketing, photography from Good Faces.
Canopy influencer & creator marketing 'C' symbol. Designed by Asa Rodger at Page®.
Sample text showing different font styles, sizes, and colors including large black letters A, Q, and Z, on a white background with labels for font type and color. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Canopy brand messaging. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
Building the visual identity through textures, colour and typography
A young woman with long braids smiling while walking on a city sidewalk, holding a bouquet of flowers and a smartphone. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A young woman with long braids smiling while walking on a sidewalk holding a bouquet of flowers and looking at her phone. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
Creating a unique colour grade filter with the brand hues infusing shadows and highlights
A young woman with curly dark hair wearing a black leather jacket over a patterned shirt, standing against a modern wall with a vent on the left side. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Young woman with long, curly hair wearing a white tank top and light blue jacket over her shoulders, standing outdoors against a plain background. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Smiling woman with curly hair standing outdoors, wearing a gray crop top, gray shorts, and an open cream shirt, posing under a large tree on a sunny day. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A young woman sits outdoors near a pink and green wall, wearing a white T-shirt and gray pants, with her hair in a ponytail and earrings, looking at the camera with a relaxed expression. Created for Canopy, influencer marketing, designed by Asa Rodge
A young woman with dark curly hair and dark skin smiling and leaning against a tree outdoors, wearing a white crop top, beige pants, and a light blue overshirt. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Young woman with dark hair pulled back, wearing a white t-shirt with a graphic logo, standing in front of a pink wall and dark doorway, looking confidently at the camera. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
DIVERSE Creator Photography SOURCED VIA 'GoodFACES' for strong diversity // TREATED WITH the Canopy colour grade filter

“Developing a new brand for our proposition, Asa brought fresh ideas & a unique perspective to the table, all beautifully presented.”

– Jan Metelski, Digital Lead @ Canopy

Abstract green and yellow blurred background with curved shapes. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A woman with curly black hair and a black jacket extends her hand towards the camera, with an indoor setting in the background. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
A graphic displaying different font weights for the alphabet, labeled from light to heavy, with the middle font named 'Cosmica'. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.
Icon design in monotone black outline 
Expanding the visual identity across icons, typography styles and graphic devices
Website designs for Canopy. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®. 
WEBSITE DESIGN & DIRECTION // one-pager Created in Figma for UX spec & handover
Canopy business card concept, debossed white foil on GF Smith's colorplan papers
A person using a laptop to browse the Canopy website that features a campaign about sustainability and eco-friendly products. Created for Canopy, influencer marketing, designed by Asa Rodger at Page®.

Thank you.

Thanks goes out to Nick, Kirsten, Jan and the team at Canopy for taking me on for this project – and all the time, energy and thought you poured in to developing this.