Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


People want their identities to be reflected in mainstream culture

Collective Equity

People expect brands to rise to society’s challenges

Shared Values

United States

Fashion and Style

Health and Fitness

Clothing, footwear, and accessories

Physical health

Hatch has partnered with Free People's fitness brand to launch a limited line of maternity activewear. Focusing on fashion and functionality, the line proves that people want brands to address their diverse needs with innovative products that meet them where they're at.