Local, with More Lift
Evolving Canopy into a lifestyle brand

Canopy had a strong point of view when it launched, but ten years later the lifestyle hotel landscape had caught up. Many of its original differentiators had become expected, while the brand itself no longer felt premium or distinctive enough for where it needed to compete.

The opportunity was to evolve Canopy without losing what made it recognizable. We refined the positioning around a more rooted, locally immersive experience, then developed an elevated visual identity, tone of voice, and guest experience system designed to feel more premium, relevant, and unmistakably connected to place.