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Case Study

Syncrude CSR 2015

Syncrude is one of the largest oil sands companies in Alberta with a long history of responsible operations, energy innovation and a strong commitment to the environment.

Syncrude Crew

Photograph by Roth & Ramberg

Syncrude logo

The Project


I was hired by Karo to develop a responsive site and icon set for Syncrude’s annual Sustainability Report.

Key Requirements

Provide an overview of Syncrude’s performance in the areas of finance and economic contribution, stakeholder and employee engagement, community investment, health and safety, and environmental stewardship.


Bryce Kirk: Icon design and web development / Adam Warner: Art direction and web design / Karo: Account management / Syncrude: Report copy, data and organization / Roth & Ramberg: Photography

The Execution


Beyond basic symbols, the icons tell a story and share a strong bond with their respective sections.

Syncrude Icons Set 1
Syncrude Icons Set 2
Syncrude Biodiversity Icon
Syncrude Leader's Letter Icon
Syncrude Sustainability Path Icon

Performance Icons

Key points illustrated with simple line drawings, calling attention to the core take-aways of each section.

Syncrude Icons Set 3 Syncrude Icons Land
Syncrude Icons Economic
Syncrude Icons Safety

Thoughtful Navigation

Scrolling in-page navigation, tabbed sections and a search function powered by Google ensure that visitors will find what they’re looking for.

Syncrude Fixed Navigation Syncrude Tabbed Navigation Syncrude Search Powered By Google

Story Time

Stories provide a platform for Syncrude to share interesting information beyond the usual scope of an annual report. The large, spacey type and header images signify this change in tone.

Syncrude Stories Syncrude Stories 2

Visualized Data

Coloured to represent their section, the interactive graphs and charts create meaning behind the numbers.

Syncrude Graph
Syncrude Graph 2
Syncrude Graphs


An on-site PDF builder allows visitors to create a custom report for offline viewing or printing.

Syncrude PDF Builder

The Finished Product

Beautiful, Effective Communication

Syncrude's 2015 Sustainability Report proves that annual reporting can be more than just a data dump.

Syncrude CSR 2015 Website (Click to view site)
Rachel Lende

“Working with Bryce on the Syncrude Sustainability Report was seamless. From design to development, Bryce works quickly, efficiently and always prioritizes user experience above all else. Bryce is collaborative and patient, always taking the time to make sure his area of expertise can be understood by all. I continue to hire Bryce for web development projects for his attention to detail, first-rate trouble shooting and tireless work ethic.”

Rachel Lende, Engagement Manager, Karo

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