Find your future

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.