This layout respects the grid while manipulating the columns to become the body of a polar bear. I like how they use analogous colors, blue and green in the design. The bear catches a readers attention and directs them through the text. The page is balanced with green behind the logo and the bottom side bar.
This is also concrete, but in a different way from the normal. This is something of an inverse concrete style, because instead of the print being in the shape of the light-bulb, it is around the blank space to create the shape.