Electricity Canada

Brand strategy & visual identity

Project Type:

  • Brand identity
  • Graphic design
  • Strategy


  • Energy, Economy & Infrastructure

In 2021, the Canadian Electricity Association was seeking to rebrand the 125-year-old association to better communicate its role in the energy sector. Spruce was brought on, first to engage its members and stakeholders in the association’s potential, and then to develop a new brand strategy and revised visual identity that would position it for the critical next phase of the organization in supporting Canada’s energy transition.

A successful champion of electricity for decades, we heard that the organization was taking on a bolder leadership role in advocating for an electrified, clean energy future. To emphasise the organization’s impact on all Canadians we rearticulated its value proposition and put forward a new name and tagline—Electricity Canada: Our energy future. A new logo and look and feel were then developed to highlight connectivity and optimism.

Spruce remains Electricity Canada’s trusted branding and communications partner as we work towards securing a sustainable, Net Zero future.