City of Waterloo HR Social Templates

The City of Waterloo engaged Mat&Nat Design and Video to develop a distinct visual direction for its Human Resources communications. While the department operated within the broader City of Waterloo brand, it lacked a defined visual identity for its own recruitment and social media initiatives.

I led the creative development of a “mini brand” for the HR department that felt fresh and engaging while remaining aligned with the city’s established brand guidelines. Starting with only a few existing graphic elements and the City’s core colour palette, I conducted discovery conversations with internal stakeholders to better understand the department’s goals, audience, and communication style.

Using these insights, I developed the creative direction for a flexible social media campaign that highlighted career opportunities and workplace culture. The concept translated into a series of customizable social media templates designed for ease of use by the internal HR team. These templates allowed staff to quickly create personalized posts while maintaining a cohesive and professional visual presence.

The final system provided the department with a diverse collection of adaptable assets, empowering their team to keep their social channels dynamic, consistent, and aligned with the broader City of Waterloo brand.

Client: City of Waterloo

Type of Project: HR Social Campaign