Canopy
Branding a haven for cancer survivors
The city of Houston is world-renowned for the quality of cancer care available at institutions in the Texas Medical Center, and Memorial Hermann is the state’s largest not-for-profit health system. Memorial Hermann serves as a flagship of that network of hospitals and clinics in and around the city.
But medical care is only part of the story; cancer patients and their support networks have unique social, emotional, and physical needs. The Memorial Hermann Health System wanted to create a place that felt like a haven for those touched by cancer, which led to the creation of a first-of-its-kind cancer survivorship center in the Greater Houston area.
To support these efforts, we designed a brand experience that felt far away from the typical, clinical hospital experience. Bringing the Canopy vision to life, Adcetera created every aspect of its brand identity, from the name to the logo to the facility’s branding. The name “Canopy” alludes to community, engagement, and compassion, while the logo design speaks to health and renewal. Our work also included a multimedia brand launch and advertising campaign all built on a specific message: Canopy helps elevate life above the experience of cancer treatment. To create the elements for the launch, we developed a messaging and design system inspired by Canopy’s vision, and drew inspiration from the verdant location of The Woodlands.
Today, Canopy delivers a wide variety of programs and services to address the emotional, physical, and social needs of those touched by cancer, improving the health and quality of life of cancer survivors post-diagnosis. Such programs and services include free meals, massage therapy, wig and prosthesis fittings, yoga, and cooking classes. Since the facility opened, it has provided a social connection and compassionate support system for many of the community’s cancer survivors and their caregivers. As one guest described it, “This is an answer to a prayer.”
But medical care is only part of the story; cancer patients and their support networks have unique social, emotional, and physical needs. The Memorial Hermann Health System wanted to create a place that felt like a haven for those touched by cancer, which led to the creation of a first-of-its-kind cancer survivorship center in the Greater Houston area.
To support these efforts, we designed a brand experience that felt far away from the typical, clinical hospital experience. Bringing the Canopy vision to life, Adcetera created every aspect of its brand identity, from the name to the logo to the facility’s branding. The name “Canopy” alludes to community, engagement, and compassion, while the logo design speaks to health and renewal. Our work also included a multimedia brand launch and advertising campaign all built on a specific message: Canopy helps elevate life above the experience of cancer treatment. To create the elements for the launch, we developed a messaging and design system inspired by Canopy’s vision, and drew inspiration from the verdant location of The Woodlands.
Today, Canopy delivers a wide variety of programs and services to address the emotional, physical, and social needs of those touched by cancer, improving the health and quality of life of cancer survivors post-diagnosis. Such programs and services include free meals, massage therapy, wig and prosthesis fittings, yoga, and cooking classes. Since the facility opened, it has provided a social connection and compassionate support system for many of the community’s cancer survivors and their caregivers. As one guest described it, “This is an answer to a prayer.”
