One Canvas brand. Two distinct voices. For Greystar.
The brief
Develop a clear Canvas masterbrand voice and extensive website copy for Greystar, with distinct voices for two very different audiences: students and professionals.
Keep the brand consistent across multiple cities and countries, incorporating SEO requirements while making the language feel natural to each audience.
My approach
I built the copy around a shared idea: a home that supports the life you want to lead. That gave Canvas a consistent starting point, with room to speak differently to each audience.
For students, I focused on friendship, independence and feeling at home. For professionals, I centred the copy on balancing work, rest and connection. Local references made the city pages more specific, while everyday details gave practical features some personality.
I worked relevant accommodation and location search terms into the copy, keeping the emphasis on what readers needed to know and how they wanted to live.
Selected copy
Canvas Student
LIVE UNI. LOVE LIFE. THAT’S CANVAS.
Find your student accommodation across the UK and Europe. Close to uni, friends and all the best bits of city life.
YOUR LIFE, YOUR CANVAS.
START YOUR STORY WITH CANVAS
At Canvas, you shape your own uni life. Maybe it's starting fresh in a new city, joining a society you never thought you'd try or finding your people over coffee in the lounge. However you spend your time, you'll have the space and freedom to make it yours, with support close by when you need it.
This is where independence kicks in, friendships stick and your student story really takes off.
That's student living at Canvas.
FROM SUNRISE TO MIDNIGHT SNACKS
What does a typical day look like for you? Morning coffee before class, afternoons swapping ideas in study spaces or kicking back with friends. And evenings filled with food, laughter and plans for the night ahead.
Even the practical stuff
On-site laundry. Because nobody wants to haul a bag of socks across town.
Superfast Wi-Fi for study, video calls and uninterrupted Netflix marathons.
Rooms ready to go. Just bring yourself, your stuff and make it yours.
Canvas Living for professionals
YOUR CITY.
YOUR LIFE.
YOUR CANVAS.
From student life to city living. Whatever stage you're at, Canvas gives you much more than just a place to stay. It's a home with the comfort, connection and support you need to live well.
FROM WORK TO REST, THIS IS HOME.
At Canvas Living, we give you all the space you need to work, rest and connect. So you can focus when you need to and switch off when the day is done.
And locally…
Canvas Student · Copenhagen
FROM FIRST-DAY NERVES TO CANAL-SIDE COFFEES, WE’VE GOT YOU.
Canvas Living · Copenhagen
FROM MONDAY MEETINGS TO FRIDAY FILM NIGHTS, HOME IS WAITING FOR YOU.
The copy shown is my original work. Screenshots show examples currently live on the Canvas website. Other content may have changed since launch.