Community Safety and Wellbeing Plan (CSWP) Branding

Region of Waterloo
April-July 2024

The Community Safety and Wellbeing Plan (CSWP) branding was developed to express a shared vision of safety, care, and equity across the Region of Waterloo.

The Project

The project scope included a primary logo, a supporting illustration system, and four simplified infographics to make the CSWP framework clearer, more accessible, and easier to engage with.

The visual identity draws on regional landmarks, hands representing community support, and the Grand River, with references to the Two Row Wampum Treaty Belt and the traditional territory of the Anishinaabe, Haudenosaunee, and Chonnonton Peoples on the Haldimand Tract. Created in collaboration with the CSWP Core Support Team, the system represents the Region’s three cities and four townships using organic, non-hierarchical forms that emphasize interconnectedness, land, and community.

Outcome

The final branding system delivered a compassionate, inclusive, and action-oriented visual language grounded in place and lived experience.

The redesigned infographics improved clarity and understanding of the CSWP framework, while the logo and illustrations now provide a flexible foundation for use across digital, print, and internal communications.

Overall, the work helped position the CSWP as a community-centred, living framework that inspires participation, hope, and progress toward equity.