Over the past eight months we’ve been speaking with donors, partners and community builders like you to get a better perspective of what you think about ECF and the value we provide to greater Edmonton.  

Consistently, you told us that you wished more people knew about us. You called ECF, “Edmonton’s best kept secret”, “A flexible and innovative funder”, “A relationship builder and connector” and an organization with community “at the centre”. 

We agree. 

Your feedback has helped us rethink how we tell our story. We’ve used your input, grounded in our history and roots, to reimagine our purpose, vision, mission and values. We are not just a funder of the charitable sector or a partner for donors to leave a legacy. We are a catalyst for community well-being and vibrancy, driven by a long-held vision of a city where together, we thrive.  

Our new look is the physical manifestation of this work – the design, images and words better reflect who we are, what we do, and the direction we hope to take, together.  The hand-written ECF conveys the importance of human relationships and meaningful connections. Cursive is a personal expression that fosters deep connections between people. It takes time, effort, care and commitment to write a message. It reflects the characteristics identified in the brand personality and the feedback we heard – ECF is a relationship builder, connector and listener.   

The use of a continuous line demonstrates that we are a connecting point between charities and donors; between ideas and execution; between opportunities and resolutions.  Our new colour palette features vibrant colors to reflect our boldness and diversity, with green as our primary color. Green signifies trust and credibility, conveying warmth and friendliness. It’s a versatile shade with broad appeal across all demographics.

We hope you can take it in, and that you will find a renewed sense of inspiration; just like we have.