Branded arrival
Factory Square required a cohesive sense of entry across multiple access points, including a connection to the ION Rapid Transit line. Gateway pylons were introduced to define site thresholds and establish visibility from the surrounding urban context. Building signage extends this presence across the campus, using white identification panels to ensure tenant clarity while maintaining visual consistency. Illuminated signage animates the site throughout the day and night, reinforcing the Factory Square identity and drawing attention to the campus as a destination within Waterloo’s tech corridor.
Tenant continuity
With a variety of tenants across three buildings, there was a need to deliver clear wayfinding without undermining the overall campus identity. The solution used uniform materials, restrained colour, and consistent placement to support individual tenant visibility while preserving the integrity of the Factory Square brand.
Tech-aligned interior navigation
Factory Square’s repositioning as a high-tech campus called for an interior wayfinding system that reflected innovation while staying architecturally cohesive. Grey and white signage integrates seamlessly with the building’s finishes, while angled square forms draw from the renovated floor plan to guide natural diagonal movement. Digital directories add flexibility and align with the expectations of a tech-forward tenant base, enhancing the user experience with clarity and precision.
Photography credit: Victor Lam
