Renting Company Canopy Goes Fresh with Rebrand from Mellor&Smith

Creative agency Mellor&Smith has rebranded the renting company Canopy. Tasked with bringing a bold new look to the brand, the rebrand launched in early November.

Founded in 2016 by Tahir Farooqui, Canopy is a digital rental ecosystem focused on improving the financial lives of millions of rental households by providing access on its platform to dynamic financial products, supported by Experian and Open Banking data. 

Mellor&Smith had worked with Canopy previously, creating ad campaigns and helping to grow. The activity was driving customer sign ups but something was missing to take them to the next level. A killer brand to make it feel special. Cue a rebrand.

Paul Mellor, master of decibels at Mellor&Smith, commented: "People haven't traditionally wanted to embrace renting and terms like 'Generation Rent' have labelled renters for too long. Our strategy was to turn that notion on its head and create a brand that spoke directly to renters and reflected how they feel about the flexibility renting gives them."

Mellor continues: "So Canopy now talks with empathy and realism, and does it with some va-va-voom. Fresh, vibrant and real. Now Canopy stands out from the 'sea of sameness' of all the tech startups in London."