City of Waterloo

The City of Waterloo engaged me to develop a refreshed visual system for their recreational program materials, with the goal of creating a clear, consistent, and easily navigable structure for a wide range of community offerings. With only the core program framework provided—such as drop-in versus registered activities and categories ranging from toddlers to seniors—I was given creative lead to establish a design approach capable of supporting the department’s diverse programming.

The project required translating complex program information into an intuitive visual hierarchy while ensuring the materials remained accessible to a broad public audience. I developed a cohesive layout system and visual language that organized programs by category and participation type, helping residents quickly identify activities relevant to them.

Throughout the process, I collaborated with leadership and staff within the City’s programs department to understand operational needs and refine the design through iterative feedback. The final result was a scalable and recognizable “mini brand” for the programs department—one that could be applied consistently across current and future materials, allowing the team to seamlessly integrate new offerings while maintaining a unified visual identity.

Client: City of Waterloo

Type of Project: Program update designs