University of Waterloo

Canada's Most innovative educational brand

Brand strategy is still a work in progress at the University of Waterloo, but then so is everything at UW. This is a place where change is the norm, risk is rewarded and there is a constant desire to stretch beyond the obvious.This paradoxical culture of valuing hard-driving performance and communitarian spirit has created a university at the top of its game; rated at the top of Canadian universities for innovation, and leading the world with the biggest cooperative education program for students across all faculties.

Our approach to brand strategy with Waterloo was designed to fit with the internal culture of high-involvement at the front end and a bias for action at delivery time. Working with a senior cross-university steering team, we collaborated to develop, test and pilot brand ideas that were rapidly prototyped and in the field at top speed. This looks like a good idea; let's try it out and see if it works. Very Waterloo.

uwaterloo.ca
Collaborators: Ove Design