The following storytelling principles are designed to:

  • Guide the creation of written content, whether for a webpage, publication, magazine article, media release, social media post, advertisement, speech or presentation;
  • Cover diverse content and speak to a variety of audiences;
  • Ensure we're telling a coherent Waterloo story and contributing to a strong Waterloo brand.

Storytelling principles

Start a conversation

As a public, comprehensive university, we communicate with an exceptionally broad variety of audiences. Clearly understanding with whom we are speaking helps shape our stories so they are engaging and relevant.


Let our personality shine

The culture and spirit of Waterloo come to life not only in the content of our stories, but in how we tell them. By using an appropriate tone of voice, we can connect emotionally as well as intellectually. Facts will earn the respect of our audiences, our personality will help engage them.

Highlight our values

Our values are what we care most deeply about. They define our actions and decisions and are foundational to who we are. In every story we tell, it is important to exemplify at least one of our values. Highlighting them provides a point-of-view on our story and engages audiences who share our approach to innovation and impact.

Connect our differentiators

Our differentiators, and the interplay between them, are what set us apart. In every story, we have the opportunity to illustrate and reinforce what makes Waterloo unique and effective.

Enlighten and Inspire

We can best represent Waterloo through enlightening and inspiring stories featuring the people, places and outcomes that embody our brand. These stories exemplify how Waterloo's approach to learning and education is unique and impactful. And they are based in a collective pride in all that has been, and will be, accomplished.