Purpose-driven brands are changing how business is done, placing impact, transparency and community at the centre of their work. But even the most meaningful work needs visibility to grow, connect with audiences and remain commercially sustainable.
Canopy Creative, founded by Marketing Strategist and Managing Director Gabriela de Paula, is a purpose-led marketing agency supporting B Corp certified businesses, non-profits and impact-driven organisations. Through strategic content creation and social media management, Canopy Creative helps organisations communicate their mission clearly, creatively and authentically.
As part of the growing business community at WorkIQ, Canopy Creative is helping organisations tell their stories in ways that connect with real audiences and drive real engagement. Below, Gabriela shares more about the company, the challenges in marketing, and why community and collaboration matter in business growth.
Can you tell us a bit about what your company does and what you’re currently working on?
Canopy Creative is a purpose-led marketing agency based in Dublin. We work with B Corp certified businesses, non-profits and purpose-driven brands to help them communicate their impact clearly, creatively and authentically.
Right now, our main focus is content creation and social media management. We help organisations show the good work they’re already doing through thoughtful, social-first content that actually connects with people, rather than getting lost in jargon or corporate messaging.
What problem does your business help solve, and why is that important to you or your clients?
The main problem we solve is visibility. A lot of genuinely good work is happening, but no one is talking about it in a way that lands.
For purpose-led organisations to succeed, they need to be seen, understood and supported. That also means being commercially sustainable. Making profit is what allows impact-driven work to continue, grow and reach more people.
On a personal level, we care deeply about helping values-led organisations grow in a way that feels aligned and honest. When those organisations succeed, the impact ripples much further.
What’s one of the bigger challenges you’ve faced recently as a business?
One of the bigger challenges has been educating clients on the value of strategic social media and content creation. From the outside, a post or a reel can look simple, but what really delivers results is the planning, structure and thinking behind it.
Once clients understand that strategic content takes work off their plate and gives them back time and clarity, it becomes a game-changer. Helping them get to that point is a big part of our role.
Is there something about your company or the work you do that might surprise people?
People are often surprised by how much strategy sits behind creative work.
A reel might look like “just a video” and a post might look simple in a feed, but there’s a lot happening behind the scenes. Audience insight, messaging, sequencing, objectives and long-term planning all feed into what people eventually see on screen.
What are you most proud of in the business so far?
We’re most proud of the feedback we get from our clients. A lot of our work comes through referrals and we have strong client retention, which means people trust us and enjoy working with us.
Building something that is values-led, sustainable and genuinely supportive of our clients has always been the goal, and seeing that reflected back to us is incredibly rewarding.
What made you choose WorkIQ as your workspace?
We initially chose WorkIQ for the location, but we stayed for the community.
We’re local to Tallaght and really proud to be based here. It felt important to work somewhere connected to the area rather than feeling disconnected or anonymous.
How have you found WorkIQ and the community since being based here?
The community has been genuinely nurturing. As an independent business, it makes a big difference not feeling like you’re doing everything alone.
We’ve met collaborators and business friends through WorkIQ, and there’s a real sense of openness and support. Even small things, like the lovely welcoming WorkIQ team, make it a lovely place to work day-to-day.
Canopy Creative is a great example of how purpose-led businesses can grow sustainably while staying true to their values. By combining strategy, creativity and impact-driven thinking, Gabriela and her team are helping organisations communicate their work in ways that truly connect.
If you’re looking to elevate your brand storytelling, improve your social media strategy or create content that reflects your values and impact, you can connect with Gabriela de Paula and Canopy Creative to learn more about their work.
And if you’re a founder, freelancer or growing business looking for a supportive workspace and community, you can also join WorkIQ, where businesses like Canopy Creative are building, collaborating and growing every day.
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