Ignace rebrand opens a world of possibilities

Image shows two men shaking hands.

NWMO Vice-President of Site Selection Dr. Mahrez Ben Belfadhel (left) congratulates Jason Felix, Economic Development Manager, in Ignace, Ont.

Celebrating success and planning for an optimistic and prosperous future were top of mind in Ignace recently where the township unveiled a new strategic brand: Explore Our Possibilities.


This strategy was launched at a community gathering and celebration, where residents of Ignace and the surrounding areas heard from local leaders, and enjoyed performances from a local Indigenous drumming group and school children. As an organization active in the community, the NWMO was invited to the celebration.


“I was honoured to participate in the event and bring greetings on behalf of the NWMO,” said Dr. Mahrez Ben Belfadhel, Vice-President of Site Selection at the NWMO. “For my colleagues and me, many of whom have been working with Ignace for over eight years, seeing this type of forward-looking leadership and optimism in Ignace is no surprise, and we look forward to working together in the future.”


The rebrand was built around highlighting the successes and stories of local business people, entrepreneurs and municipal leaders, while positioning Ignace for future growth. “We’ve never been more optimistic about the future and the opportunities people can explore in Ignace,” said Jason Felix, Economic Development Manager for the township. “We want more people to know about the tremendous quality of life and opportunities for sustainable development and growth that are available in our community.”


“This would not have been possible without the hard work of township staff, business owners, entrepreneurs, and engaged citizen,” said Lee Kennard, Mayor of Ignace, who widely shared credit for the successful event and rebranding. “We would not be here without the hard work of our partners in the community, and now is the time to put this plan into action and invite everyone to Ignace to explore our possibilities.”


Ignace is one of several Ontario communities actively participating in the site selection process for a deep geological repository for used nuclear fuel. The process is ongoing, and the NWMO expects to identify a single, preferred location in an area with informed and willing hosts by 2024.