Canopy is a life sciences startup whose mission is to protect the world’s well-being. In 2020, they brought me on board to develop their brand narrative, strategy, and messaging.
Canopy’s first product is an eco-friendly N95 respirator. Combining consumer and market research, I worked closely with Alright Studio to develop a visual and written narrative to help Canopy cut through the noise of the PPE market. While their competitors advertise respirators in a very transactional way, Canopy’s messaging conveys empathy and humanness, especially in the midst of a pandemic.
Narrative
Every day, healthcare professionals and frontline workers have to deal with PPE that gets in the way of their comfort, their breathing, and their communication. Not to mention, disposable N95 respirators create over 100,000 tons of landfill waste annually and can cost hospitals well over $1,000 per employee each year.
We knew there had to be a better way, so we assembled a team of scientists, industrial designers, and healthcare professionals from leading innovation centers to engineer a respirator that truly takes care of the people who take care of us.
Canopy is that next generation N95* respirator, but it’s also so much more. It’s a pledge we can each make to the well-being of the people and places we love.
