Exploring our possibilities with a new brand

After many months of consultations, information gathering and analysis, the Centre for Career Action (CCA) has rebranded and is now the Centre for Career Development (CCD).

Coming out of the rebrand process is a new look, name, feel, website and re-imagined CareerHub tool. 

The winding, non-linear path of how we got here

In 2022, CCA set out to learn how the unit’s name and brand were (and were not) resonating with the campus community and how best to represent the unit in a manner that invites active engagement.

Following this, the unit went through a highly consultative process that involved 406 individuals including 277 students/alumni and 129 University of Waterloo employees.

During this process, we identified why people do or do not use resources and services, what students and campus stakeholders value, and how the unit’s name and communications about itself could be adapted to support positive change.  

The goals and guiding principles for this process were to: 

• Reduce barriers experienced by students, post-docs, employees and alumni in accessing services and programs 
• Identifying best methods and tone to communicate in ways that resonate with campus
• Inspire and motivate students, employees and alumni on their career journey
• Emphasize and integrate the developmental approach the unit takes - informed by seeking to be person-centred, well-being focused
• Be recognizable as a career centre, while also being deeply integrated with Co-op, EDGE and other work-integrated learning programs in undergraduate and graduate spaces 

There are many different paths to the end goal

Below is a timeline of what you can expect to see over the next year.