This insight drove the launch of Canopy, the Memorial Hermann Health System’s first-of-its-kind cancer survivorship center in the Greater Houston area. Memorial Hermann wanted to create a place that felt like a haven for those touched by cancer. To bring this vision to life, Adcetera created every aspect of the Canopy brand identity, from the name to the logo to the branding inside the facility. The experience was designed to inspire a sense of warmth and comfort that felt far away from the clinical hospital experience. As one guest describes it, “this is an answer to a prayer.” The brand’s multimedia launch built on a specific message: Canopy helps elevate life above the experience of cancer treatment.