Bruce Power

Redgees Legacy Award Winner

In-House – Ontario (K,N,P postal codes)


Bruce Power

Bruce Power: Making our Site Safer and Stronger, 2012

After a devastating earthquake and tsunami in Japan, Bruce Power power wanted to produce a publication with lessons learned from the events at Fukushima-Daiichi nuclear plant and also take the opportunity to highlight what they had already been doing well. A publication was developed to explain what happened at Fukushima and how it related to the Bruce Power site. The information, some of which was very technical, needed to be presented in an easy-to-understand manner that was also engaging.

After receiving a lot of technical drawings from the client outlining the detailed enhancements underway at the plant, a line drawing illustration style was chosen as the best way to incorporate both new images and the detailed technical background into one cohesive style. A subtle colour palette of grey and white with an accent colour of orange were used to complement the serious subject matter. Styles were developed for callouts and quotations to break up the content for better readability.


Bruce Power

Revitalization: Bruce Power’s 2012 Annual Review, 2013

Bruce Power’s Annual Review includes information about business performance, safety, the environment and the company’s investment in the community. The Annual Review is distributed to investors, board members, government officials, the surrounding community and other key stakeholders. The 2012 Annual Review needed to be eye-catching and engaging for all, including those not familiar with the nuclear industry. As Bruce Power’s flagship publication for the year, the piece is a vehicle for the energy generator to position itself as a dynamic company, full of opportunity and growth.

The theme of “revitalization” was established at the beginning of the design process as a way of highlighting an historic year for the company that included the completion of a first-of-a-kind refurbishment project at Bruce A Generating Station. The clean design and simple colour palette of the publication is contrasted with faded photos that have bursts of colour at focal points of each image, symbolizing the new life and vitality of the company. A wordmark for the publication using a blueprint aesthetic was also created to reinforce the theme. The Annual Review has been well received by Bruce Power’s employees and external stakeholders.


Bruce Power

Strength in Numbers, 2011

The 2010 Annual Review needed to be eye-catching and engaging for all, including those not familiar with the nuclear industry. As Bruce Power’s flagship publication for the year, the piece is a vehicle for the energy generator to position itself as a dynamic company, full of opportunity and growth.

The theme “Strength in Numbers” was established at the beginning of the design process. The theme allowed the team to highlight the best numbers from the past year (number of hours worked safely, financial numbers, production numbers) and set the stage for dynamic visual opportunities. Columns of small text were contrasted with large call out numbers and full page images of light and movement — fitting for a company that splits atoms to create a quarter of Ontario’s energy.

The piece is a prime example of how the alignment of all elements in the creative design solution produces an aesthetic that satisfies the business objectives while at the same time captivates its audience.


Bruce Power

Securing Tomorrow, Today: Ontario and Bruce Power in 2040, 2013

In this publication, Bruce Power shares its vision for the Year 2040. With a rising population and increased stress on our environment, the role of clean, efficient, low-cost nuclear power will be important for the future of Ontario and the world.

This publication was designed to highlight facts and numbers in a highly visual way. The use of photos, colour, icons and information graphics played a key role in the pacing of the information and explaining complex ideas. Circular die cuts were used to remove the zeros in ‘2040’ on the cover of the publication, metaphorically creating a window into the future. The circular shape is repeated throughout to unify the visuals. A metallic silver spot colour was also used to give the publication a subtle futuristic feel.


Bruce Power

Bruce Power 2013 Annual Review, 2014

For Bruce Power’s 2013 Annual Review, the focus was on the industrial side of the plant – the everyday machines, tools, and equipment used inside the stations. However, the design of the publication still needed a sophisticated, professional look and feel for investors and stakeholders. This piece captures the viewer with engaging black and white photographs, which are contrasted against lines and sections of Pantone neon inks. As the content of an Annual Review can often be mundane, the varied and deliberately random feel of the page layout is used to combat monotony of content and keep readers intrigued throughout the report.


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