Find your future

Waterford 2040

Waterford is Ireland’s oldest city, situated on the lush estuary banks of the river Suir in the south east of the island. TOTEM were tasked with creating a bold new investment identity for Waterford, something to bring it back to the fore and drive growth in the region.



Waterford was founded by the Vikings more than a thousand years ago. It is a place with an incredible past, but one that is looking to its future. TOTEM needed to align our work with the government’s Project Ireland 2040 road map, to position Waterford as the South East’s leading city and attract international talent. Informed by stakeholder consultation and peer group research carried out by WIT’s research group RIKON, we centred our brand strategy around Waterford’s unique appeal for investors, business and employee’s alike – its work-life balance.


The brand positioning had to portray Waterford’s strengths, be simple and inspiring. The more clearly this was communicated, the easier it would be to meet Waterford’s true potential. Our task was to reflect Waterford’s legacy of creative culture and heritage, which today inspires a vibrant, united community that is transforming the region. The new brand identity centres around an iconic W motif, drawn in dynamic outline to portray progression and movement. It is paired with a professional sans serif typeface and vibrant, contemporary colour palette. The identity combined with our brand promise delivers a clear and confident message to investors, businesses, students and talent alike – come to Waterford and you will Find Your Future.


We rolled out the brand identity to the first touchpoint – a fresh new intuitive website. It was important the website clearly communicate the balance between ‘Invest & Do Business’ and ‘Live & Work’. These sections sit alongside those for ‘Visit Waterford’ and ‘City and County Council’ to create a holistic picture of what Waterford has to offer.

Finally, we created guidelines that clearly capture the essence of the new brand. Empowering the Waterford team to communicate consistently in their brand voice – both visual and verbal. Composed and confident, encouraging growth, progress and innovation.