Waterloo EDC

Driving investment in Waterloo Region with a new brand

The new brand enables Waterloo EDC to build a best-in-class reputation for investment attraction and retention in Waterloo Region.

2018 MarCom Marketing Award - Platinum

2018 EDCO Awards of Excellence - Technology & New Media

2018 EDAC Marketing Canada Awards - Best Website

2018 dotCOMM Award - Platinum

2018 Marketing Canada Awards - Best Website ($600,000+ budget)

2018 APEX Award of Excellence - Website Design

The challenge

Waterloo EDC is an independent not-for-profit that serves as the first point of contact for companies of all sectors looking to locate, relocate or expand in Waterloo Region. The organization came to us in its early stages to design a brand that would attract the attention of key stakeholders and drive foreign investment in Waterloo Region.

The insight

The new Waterloo EDC brand is innovative in the way that it responds to the interests of a very specific group of users. We conducted extensive research and tuned into the needs of our target audience, including Canadian ex-pats, foreign investors, millennial talent, local businesses, and community stakeholders. We identified key messaging for each target audience and reached them through the new “inventing the future” tagline.

Screenshot of the homepage


After the launch of the new brand and website, unique website visitors increased 203%.

The result

The success of the brand narrative and visual design is a direct outcome of the background work we invested. By communicating Waterloo Region’s unique competitive advantage and business ecosystem in a targeted way, the new Waterloo EDC brand story attracts visitors and converts them into leads, while building awareness of the Region and organization. The new brand provides a dynamic look and feel to Waterloo EDC’s website – one of its primary lead gen vehicles – that eSolutions also designed.

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