Dreaming big, Waterloo set out on a mission for its 100th anniversary!

Throughout 2022, the University of Waterloo set out to answer the following: What do we aspire to be known for by our 100th anniversary in 2057? Thousands in the Waterloo community participated in consultations and discussed the University’s future. Drawing on the unconventional spirit of our founding, our community put forward ideas to reinvent the culture of our institution as we build a better future.

The project's primary objective was to effectively communicate our shared vision in an engaging manner and inspire our community to actively contribute to bringing that vision to life. 

We started with the creation of a mood board, a visual canvas that set the tone for our project. Guided by an inspiring quote from President Goel, we strategically selected a set of simple shapes that would serve as the cornerstone of our creative endeavour. These shapes possessed a universal quality, transcending cultural boundaries and offering limitless potential.

We demonstrated how these shapes could be artfully employed to craft patterns, evoke inspiration through imagery, and harmonize with photography representing the past, present, and future. The reactions and responses to our mood board served as a compass, guiding us to explore the boundaries of boldness and creativity in our designs.

Following the creation of the mood board, we transitioned into the design phase. We explored the shapes and colours to create bold and engaging layouts. To ensure that our designs resonated powerfully, we devoted ample time to curating bold and captivating photography that authentically showcased our diverse community.

Interestingly, many of these compelling images had been captured during a photoshoot conducted several years ago, yet had never found their moment to shine. The specific art direction employed during that shoot, which may have been considered bold at the time, proved to be a perfect match for our current project. We unearthed and reintroduced these images, and they seamlessly integrated into our designs, enhancing the overall visual impact.

By infusing a diverse array of campus scenes with our bold shapes and vibrant colours, we crafted a truly unique and fresh visual representation of our vision. The culmination of our creative efforts was unveiled at a Town Hall event, where we leveraged zap banners and digital screens on stage to curate a unified and thoughtful in-person experience.

As a highlight of this grand reveal, we installed a substantial mural just outside the Board and Senate room over the weekend, with its reveal coinciding with the day of the Town Hall event. This bold and impactful launch served as a resounding statement, setting the tone for the exciting journey ahead and encapsulating the essence of the new Waterloo at 100 vision.

Given the collaborative nature of its creation, Waterloo at 100 has garnered significant attention and engagement. Its successful launch has not only inspired our faculties and departments to review and align their own strategic plans but has also generated a tremendous amount of enthusiasm and excitement within our community.

On the creative front, the mural has emerged as a beloved backdrop for numerous selfies, symbolizing the deep connection and pride our community members feel toward the vision.