Inspiring a New Generation of Nuclear Professionals
In 2024, the United States Nuclear Regulatory Commission (NRC) found itself in a tough spot. Its workforce is highly specialized and dependent upon skilled professionals in the nuclear sciences, law, engineering, and other nuclear-related fields. Yet its aging workforce was not being replaced at a sustainable rate by young professionals entering these specialized fields. The ramifications if the NRC is not properly staffed are severe, as the NRC is the sole regulatory body overseeing all civilian use of radioactive materials. MarCom Group partnered with the NRC to refresh and modernize their brand, as well as develop strategies to help them successfully attract and recruit the next generation of nuclear experts and professionals.
MarCom led strategy sessions and completed research that established our goal: position NRC as a dynamic and progressive agency, attractive to top-tier talent in the job market, thereby enhancing recruitment and overall brand perception. We identified NRC’s strengths: they are international leaders in the industry, they establish the ‘gold-standard’ of nuclear protocol, and their workforce was made up of experts passionate about public service.
These findings meant updating NRC’s visual identity and brand messaging to resonate with a contemporary audience, particularly focusing on individuals who value innovation, environmental stewardship and advanced technology.
MarCom developed a vibrant brand that incorporates the vivid hues of electron microscopes and reactor pools, radiographic imagery symbolizing the NRC’s commitment to safeguarding both human and environmental health, as well as typography and icon treatments that reflected the technical tools of the trade. The brand’s new messaging inspires prospective applicants with themes around energy, enthusiasm, passion, empowerment and mission-driven work.
