University of Waterloo Brochure Project Featuring Monadnock Paper
"I find immense pride in highlighting the University of Waterloo's unwavering commitment to environmental consciousness. This institution not only molds brilliant minds but also stands as a beacon for a greener, more sustainable future. From lecture halls to research labs and even down to the very paper we use, Waterloo's dedication to sustainability resonates throughout campus life. Join me on a journey to explore how this Canadian university is blending innovation, education and a profound respect for the planet. "
—From UCDA Member Christine Goucher, RGD, Director, Creative Studio, Marketing and Strategic Initiatives, University of Waterloo
Photo by Monadnock Paper. Thank you to our partners and supporters at Monadnock Paper for this feature article. Visit Monadnock Paper to learn more: https://mpm.com
Sustainability Radiates at the University of Waterloo
At the University of Waterloo, sustainability is a way of life, both on and off campus. Nestled in the heart of Ontario, the renowned institution is dedicated to shaping brilliant minds while also nurturing a greener, more environmentally conscious future. Its commitment to sustainability extends beyond the lecture halls and research labs – it reaches into the very paper they print on. With a harmonious blend of innovation, education, and a deep respect for the planet, Waterloo is striving toward high sustainability standards.
To attract those brightest young minds, the University of Waterloo’s in-house creative services team designed an impressive suite of 20 eye-catching recruitment brochures, every one tailored to one of the institution's unique programs and offerings. Encased with striking black covers, the brochures transport the prospective students (and parents) to campus, balancing images of Waterloo’s bustling city streets, modern facilities, and beautiful outdoor green spaces. The brochures invite readers to “Discover Your Story at Waterloo” with crisp portraits of students and alumni, as well as their unique success stories.
In addition, the university put together an all-encompassing viewbook that painted a holistic picture of life at the university and highlighted their dedication to innovation, community, and growth.
The stunning visuals, combined with engaging and tangible information, make the brochures a powerful point-of-contact for the university. Aside from directly attracting prospective students, they also serve to grab the attention of parents and guidance counselors who have a large investment (and influence) in the decision-making process. “We are very deliberate and strategic about which parts of the journey are printed,” said Christine Goucher, Creative Studio Director, University of Waterloo. “Having the viewbooks and program brochures printed is super intentional, because parents and students will sit down together and look them over to make these big decisions.”
In order to “walk the talk” of sustainability, Waterloo makes conscious and considered decisions within its operations – from transportation and water usage to food production, and procurement – including its printed materials.
To hold itself accountable to these goals, the university publishes an annual sustainability report, detailing the environmental impact of all operations. Waterloo has made strides to procure sustainable paper, with over 90% of its paper purchases in 2021 having Forest Stewardship Council certification and/or recycled content.
“Students are looking for examples of real action on sustainability,” said Mathew Thijssen, Director of Sustainability, University of Waterloo. “They see the commitments that we are making as an institution, and want us to demonstrate progress and leadership. It's critical to live up to these expectations, and sustainable procurement is an important part of that."
In the midst of a global paper shortage, the university’s procurement team set out to find the Swiss Army Knife of paper: a material that could brandish the brochures’ high-resolution imagery, while also aligning with their sustainability goals. Leaning on their long-term consultative relationship with Spicers, a fifth-generation, family-owned distributor of paper and material solutions, they were introduced to Monadnock Paper Mills.
Spicers and Monadnock Paper Mills (MPM) came forward with the perfect solution to meet their needs.
MPM’s Astrolite PC 100® proved to be an ideal choice for Waterloo. The uncoated paper offers unparalleled formation and surface uniformity, maintaining the highly detailed imagery of the brochures. The university elected for the material’s matte finish, which was received with true affection.
“We have countless stories of students who take the viewbook and hug it, because it has this soft touch to it,” said Goucher. “It really is a beautiful piece.”
Astrolite PC 100® is made with the environment in mind, making it a perfect fit for the university’s sustainability objectives. The paper is FSC certified and made with 100% post-consumer waste fiber ensuring it is sourced responsibly according to FSC chain-of-custody standards. In addition, MPM purchases 100% renewable Green-e certified wind powered electricity to offset the energy impacts of its manufacturing process.
Connected by an unwavering dedication to protecting the environment, the University of Waterloo, Spicers, and Monadnock have joined forces to continue creating powerful marketing materials that underscore the institution's eco-commitments.
Visit Monadnock Paper to learn more: https://mpm.com
Photos submitted by Monadnock Paper. Securing the licensing usage rights for photos submitted as part of academic abstracts and articles is the responsibility of the submitting party, and not the responsibility of UCDA.