Find Your Path at Waterloo
The project
Find Your Path at Waterloo is an integrated recruitment campaign that reimagines how prospective students discover where they belong at the University of Waterloo. It connects print and digital into one cohesive system that supports exploration, reflection, and confident decision making. The series includes redesigned viewbooks for Canadian, international, transfer, and Indigenous audiences, alongside an interactive online program selector that guides students through personalized pathways.
Canadian, international, and indigenous view books 2026.
The experience we designed
Every element shares a consistent visual language and editorial tone, allowing students to move confidently between formats while staying anchored in a unified Waterloo voice.
Print viewbooks introduce key themes and student stories. The program selector extends the experience into a guided digital journey that helps students translate interests into program possibilities. Together, print and digital operate as one ecosystem, designed to reduce friction and support curiosity driven exploration.
The Creative Studio team brainstorming the direction.
The thinking behind it
Choosing a university is complex. Traditional recruitment materials often increase cognitive load by presenting too many options at once, leaving students overwhelmed rather than informed.
Find Your Path at Waterloo directly counters that experience. Using integrated narrative design, the campaign provides structure without pressure, helping students explore multiple pathways while maintaining orientation and control. Print and digital were developed together to reinforce a shared story rather than compete for attention.
What changed because of it
The interactive experience has demonstrated strong reach and sustained engagement, indicating that students are not just visiting, but actively exploring.
To date, it has delivered 500,000+ page views with an 85% completion rate. This sustained pattern demonstrates an experience built for depth rather than short term conversion, with students returning to explore at their own pace.
Why it worked
Find Your Path at Waterloo succeeds because it treats recruitment as guided discovery rather than transactional marketing. Integrated narrative design connects print and digital into a coherent experience that reduces cognitive load while supporting meaningful exploration.
The result is a recruitment ecosystem that builds confidence through clarity and connection.