University of Waterloo Case Study

From Confusion to Clarity— Strengthening the Brand from Within

By identifying key communication gaps, Vision2Voice gave The University of Waterloo the tools and roadmap to connect employees to their brand—fueling alignment, trust, and a stronger workplace culture.

Background

The University of Waterloo is one of Canada’s leading institutions for innovation, research, and experiential education.

With a global reputation for academic excellence and entrepreneurial spirit, Waterloo is home to more than 40,000 students and 2,000 faculty and staff. Following a major external brand refresh, the university recognized the need to bring that same energy and clarity to its internal communications—ensuring employees felt aligned with and connected to the brand’s purpose and promise.

The Challenge

The University of Waterloo had recently updated its brand and wanted to ensure that the internal employee experience aligned with the external brand promise.

While their external messaging had evolved, internal communications were falling short—leaving employees disconnected from the brand and unclear on how their work contributed to the bigger picture. Leadership recognized the need for a deeper understanding of the internal communications landscape and a plan to bridge the gaps.

The Solution

Vision2Voice partnered with brand experts at Brand Clarity to conduct a comprehensive internal communications audit.

This included employee surveys, stakeholder interviews, and a review of existing communication channels and materials.

The audit uncovered nine key gaps in communication, revealing opportunities to better connect employees to the brand and university priorities.

Armed with these insights, Vision2Voice created a clear and practical three-year strategic roadmap. The plan outlined over 55 actionable recommendations designed to improve alignment, enhance clarity, and strengthen employee engagement across the university.

The Scope

COMMUNICATIONS 
AUDIT

A deep-dive evaluation of internal communications to identify gaps, barriers, and opportunities—based on both employee and leadership input.

EMPLOYEE AND 
STAKEHOLDER RESEARCH

Surveys, interviews, and focus groups were used to gather qualitative and quantitative insights from staff and leaders.

Strategic roadmap development

A 3-year internal communication strategy designed to intentionally activate the university’s brand and align employees with strategic priorities.

TAILORED RECOMMENDATAIONS

More than 55 actionable recommendations were delivered to improve clarity, alignment, and engagement.

COLLABORATION WITH 
BRAND PARTNER

Vision2Voice worked in tandem with 
Brand Clarity to ensure the internal brand experience reflected the university’s external brand promise.

“You provided us with a powerhouse of information and a clear roadmap for what happens next. Your work provided a real recognition of the value of internal communications and is already starting to pay off in conversations with the new president and at the most senior levels in the organization. Going forward, your work will be valuable in conversations related to refreshing the University 
of Waterloo’s brand.”

Nick Manning Associate Vice President, Communications University of Waterloo

The Results

Strategic Impact

The work resulted in a clearer internal communication strategy, increased alignment across departments, and the confidence to move forward with intentional brand activation.

Here’s what the University of Waterloo gained:

  • A clear picture of internal communication strengths and weaknesses
  • A phased, actionable strategy to guide improvements over three years
  • A stronger foundation for building trust, engagement, and alignment
  • Confidence to move forward with intentional internal brand activation

This work set the stage for a more connected and empowered internal culture—one where employees understand their role in the university’s evolving brand story.