For BC Egg’s 2013 annual report, “good governance” was the central theme, but there was a risk it could end up feeling cold, political or overly procedural. The goal was to make the work of the BC Egg Marketing Board feel more human and accessible, showing the decisions being made without turning it into a parliamentary debate.

That led to “The Honest Egg,” a report concept built around transparency and openness. Translucent stock, an irreverent cover reveal, honest reportage-style photography and direct copywriting all worked together to show the industry clearly and confidently; a board and category with nothing to hide.