The challenge
Sustainability communications are very easy to get wrong. Especially as the goalposts are constantly changing. Brands face an incredibly difficult conundrum: say too little, and people demand that you speak up. Say too much, and you lose credibility. Say the wrong thing, and you'll be scrutinised. Say the right thing, and you'll do well for a while; until public scrutiny comes along to trip you up.

With Canyon, the challenge wasn't just producing statements or content or a few articles. It was creating the source. The credible, structured destination that would communicate their commitments, their partnerships, governance, and sustainability efforts in a way that anyone landing on that page would be able to understand.

I was the copywriter for this one and a half year long project, and I helped build that system from the ground up.

Skills used
This project drew on just about every skill: strategy, research, ethical communications, information architecture, and stakeholder-sensitive messaging. I translated complex sustainability information into clear, trustworthy public communications.

When I started, I could see plenty of roadbumps in the distance:

- Greenwashing
- Loss of trust and loyalty
- Unreadable, "too-technical" information
- Public skepticism
- Performative messaging
- Sustainability jargon diluting accessibility
- No central narrative

So I approached the copy with an overarching principle of credibility over performance.

Rather than presenting future ambitions as current achievements, or relying on broad sustainability jargon to do the heavy lifting, I strove for clarity, context, and substantiated claims.

I created a consistent tone of voice. I reduced barriers to technical jargon without diluting the accuracy of the information. I built a structure that could evolve and grow alongside future reporting and sustainability work. And I helped the readers understand the why as well as the what.

Years later, the page is still live, still accurate, and still trusted. In a time where most brands are quietly deleting old claims, it’s still up for public scrutiny without flinching.

View the live project:
Canyon Brand Responsibility
Content may evolve over time.