PGE–164: Canopy

Creating a brand for the booming Creator economy.

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

    • Project still pending results

  • Client:
    Nicholas Guy & NoLogo Ltd

    Art Direction, & Brand Design:
    Asa Rodger

Moodboarding a brand visual identity for Canopy 
Building the brand around User generated content
Initial MOODboarding for the Canopy brand
Brand colour palette for Canopy shown as Pantone swatches
Canopy tagline 'Influence Well', typeset in the brand font Recoleta
Photography treatment for Canopy showing a bespoke photo filter 
Building the Visual Identity
BRAND PHOTO FILTER
Canopy wordmark as large building signage

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.

Brand messaging set in the Cooper brand typeface
Brand photography 
Building the visual identity
DIVERSE Photography SOURCED VIA 'GoodFACES' // TREATED WITH BRAND 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 brand imagery with graphic device background
Icon design in monotone black outline 
Building the visual identity
Canopy business card concept, debossed white foil on GF Smith's colorplan papers 
WEBSITE DESIGN DIRECTION
Canopy logo on a branded tote bag 
PRINTED GOODS

Thank you.

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