At ICFF, Canoa launched The New Design Habit — a campaign that put users front and center to tell the story of how their practice had shifted, both digitally and physically. Rather than leading with product, the campaign led with community: real designers sharing how Canoa had changed the way they work, think, and collaborate. In partnership with Dezeen, we hosted a speaker series that brought together over 20 design practices — from independent studios to global firms — turning the booth into a conversation rather than a demonstration. It was a bet on authenticity at one of the industry's most-watched stages, and it paid off.