Who we are

Nat Edwards Headshot

Dr Natalie Edwards


Nat holds a PhD in gender, media and cultural theory - developing through her doctoral research an enduring interest in narrative and the construction and evolution of meaning in culture.

Since moving into commercial semiotics and cultural insight, she has collaborated with clients on brands spanning categories from food, personal care and pharma to TV and media, telecommunications and financial services. An accomplished semiotician, she helps companies both large and small tell more effective stories about themselves.

Sián Pearce

Siân Pearce


Siân brings to Canopy over ten years of experience in corporate communications, having worked in sustainability and CSR communication roles across the energy and aviation sectors.

She has conducted global semiotic analyses across a broad range of sectors and specialises in semiotics-led brand positioning for emerging global markets.

Siân holds an MA in sustainability and human security and an MSc in demography and health from LSHTM.

Bridget Dalton Headshot

Dr Bridget Dalton


As a semiotic and cultural analyst, Bridget aims to deliver clear, accessible, rigorously-researched and commercially-relevant insights with an academic underpinning and immediate use-value.

Bridget has a PhD in Modernism and several years of experience in brand management and planning, where she worked on multi-market brand strategy projects across categories from FMCG and healthcare to women’s erotica. 

Eve Simnett Canopy Insight

Eve Simnett


Eve has a background in qualitative research and film production, and holds a BA in Cultural Sociology.

She brings to Canopy a keen interest in and knowledge of global youth subcultures, and an enthusiasm for the deconstruction (and re-construction) of global brand identities.

Sam Ward Headshot Black And White

Dr Sam Ward


Sam specialises in closely-focused analysis aimed at uncovering the underlying meanings and opportunities in brand designs and across cultures.

He has a PhD in Media Studies from the University of Nottingham and has taught widely on the intersection of brand strategy and new technologies.

Ally Castle

Ally Castle


Ally is a creative strategist, specialising in content and communication in broadcasting.

A former Senior Planner for BBC Entertainment, BBC Comedy and BBC Three, Ally uses many techniques – including audience insight, content analysis, storytelling tools and workshop facilitation – to develop frameworks in which creativity and editorial judgement can flourish.

She has a passion for supporting others in the innovation process.

Michael Bloomfield

Dr Michael Bloomfield


Michael combines semiotics with creative thinking.

He began life as an anthropologist, studying both the universal aspects of human existence and its local variations in cultures the world over. His PhD focused on the evolutionary origins of creativity – how and why in prehistory we began making art, speaking grammatical language, inventing technology, using complex social organisation and worshipping gods.

He spent five years agency-side working on projects for categories including beverages, retail environments, household products, cosmetics and transport.