The Ottawa Business Journal recently published a special issue called City Building 2024. The issue’s centrepiece is a feature on 30 projects that are transforming the National Capital Region, from hospital redevelopments to the revitalization of Carling Avenue to the federal government’s new district energy system.
Leading off the list of major projects is Ādisōke, the new Ottawa Public Library (OPL) and Library and Archives (LAC) joint facility. As the OBJ notes, “when construction is complete in 2026, Ādisōke will be a library facility unlike any other.” We couldn’t agree more.
At Spruce, we feel a surge of pride at the mention (or sight) of Ādisōke. We were honoured to work with OPL, LAC, and the Algonquin Anishinaabe First Nation to develop the brand and website for the new facility. But we had been involved well before the branding stage, working with our partners at PACE Public Affairs & Community Engagement on communicating important elements from the public engagement phase and on developing a website to show off the project’s initial designs.
Which brings us to the question of intersections.
Ādisōke is, as the OBJ points out, a city building project. But it is also much more. The involvement of the Algonquin Anishinaabe First Nation from the start of project is recognition that Indigenous peoples and their priorities must be at the heart of Ottawa’s growth as a community. This is a new path for city building. One that intersects with reconciliation. One where everyone who lives and visits this place learns that it is unceded, unsurrendered Algonquin territory. That this iconic new facility was gifted an Algonquin name—the first federal building to have an Indigenous name—is a symbol of this new path.
Over the past decade, Spruce has developed extensive expertise in four sectors: city building, human development, Indigenous priorities and sustainability. Each of these sectors is inspiring in its own right. But it is the intersection of these areas, such as city building with Indigenous priorities, that really stokes our creative fires.
Spruce’s most recent major branding project is a perfect example of these intersections. On October 25, the former Bruyère Continuing Care revealed its new brand: Bruyère Health. Over the past 18 months, we worked with Bruyère Health to define its new name, value proposition, tagline, visual identity and supporting assets.
As a healthcare organization, Bruyère Health occupies our human development sector. Its combination of compassion and innovation helps people live their lives to the fullest. But the transformation of Bruyère Health’s brand is also about city building. It is about getting Ottawans and those living in the region to recognize that we have a world-leading healthcare institution that is vital to our community.
We look forward to talking more about the development of the Bruyère Health brand as it begins circulating over the next few months. And we look forward to seeing how the organization will grow with the city so that it can continue to serve our community.
For now, we present our four core sectors. If you have a project that lives at the intersection of these, you know where to find us.
City Building
From light rail transit to a new public library, from local business to local music, we are passionate about projects that make our cities better places in which to live, work and play. Through brands and campaigns we build the understanding and momentum to move these projects forward.
Human Development
Whether delivering groundbreaking literacy programs, advancing diversity and equity, or providing healthcare that serves the whole person, our clients are breaking down barriers to help people achieve their potential. We help them increase their impact.
Indigenous Priorities
As a majority Indigenous-owned agency, we are committed to creating an equitable, just and sustainable world that listens and learns from Indigenous peoples and works with them to achieve their goals. We are proud to be the trusted creative partner of leading Indigenous organizations.
Sustainability
We need more conversation and understanding about our relationship with the air, land and waters that sustain us. From branding for climate action organizations to campaigns raising awareness about electrification, we are committed to advancing a vision—and solutions—for a sustainable future.
Andrew Vincent is a Partner and Content Director at Spruce.
