Edmonton Community Foundation

The Project

Edmonton Community Foundation (ECF) invited us to respond to their RFP for a digital marketing strategy in the fall of 2015. After we were selected as their partner, we worked through a research phase (that included extensive interviews with each of their internal departments) and then developed and presented a strategic direction that would empower them to meet their marketing goals.

Developing a new website was a strategy we focused on because ECF was previously working with an outdated, difficult to navigate, and hard to read website — both in terms of the size and weight of the type and the line length, but also in terms of the reading level of the content. In an initial planning meeting for the redesign, we gently broached the subject of their logo, and we were excited to learn how open they were to an upgrade to that piece as well!

About the Client

ECF strengthens the community by connecting donors to charities and causes that are important to them. They maintain an endowment base of more than $489 Million and have provided more than $170 Million in funding to charities and community-based projects in Edmonton. If you are looking for a student grant, funding for your charity or for a specific project, or for a trusted place to donate, ECF will help you make an impact in your community.

Client Goals

To be more recognized within and engaged with the Edmonton community in order to connect with more donors and grantees.

Our Job

  • Develop a strategy to engage with Edmontonians about the foundation’s purpose, values, and goals
  • Build a mobile-friendly website with an easy-to-use navigation (the previous navigation was bulky and unfocused)
  • Improve ECF’s image in the community with a new visual identity that represented their brand values

Services Provided

Initial Needs Analysis

  • Audit of current situation (technical and content audit of current website, and an internal/external communications review)
  • Strategic Planning
  • Guide Development (content, SEO, social media, paid advertising, data & analytics)

Secondary Needs Analysis

  • Website design, development, and blog post migration
  • Brand redesign
  • Stationery and collateral design

Website Design & Development

ECF is composed of several different departments, and each had their own requests for the website as far as the pages they wished to include. We developed a sitemap that took these requests into consideration, but kept a focus on what the keyword research told us their audience actually searched for and needed from the website.

ECF committed to writing their own content before we started wireframing, so we were able to push “real” content directly into the wireframes — this always cuts down on design time, as there are no content surprises further down the road! Readability was imperative, so we adopted the “less is more” model — lots of white space, clear hierarchy for headers and text, and no extraneous visual elements in the body content. For the more content-dense pages, we used a mixture of anchor links and accordion content to reduce navigation time.

For functionality, we went with a simple dropdown menu for the top navigation, which switches to a slide-out drawer menu on mobile to ensure information was easy to find, regardless of the type of device a person was using.

ECF had already built a large collection of Edmonton photography, which allowed us to use unique imagery for each page of the site. This image bank became a large part of the new visual identity, with these images being used across all printed materials as well.

Migrating Blog Posts from Craft CMS to WordPress

There were sixty blog posts on the old site that needed to be moved to the new site. Rather than copy and pasting several fields for each blog post we came up with a solution that would automate the blog post migration. We saved a lot of time (and budget) by building this method!

Brand Design

ECF called their old logo bland and said they got a “cruise ship” feeling from it. On the functionality side, the thin strokes of the serif font made it hard to read on desktop computers, and it was basically unreadable on mobile devices. They needed a modern mark that commanded respect, would hold up over time, and meant something to their audience. After presenting several options, a simple but strong wordmark that put the emphasis on “Edmonton Community” was chosen.

Top: ECF's previous "cruise ship" style logo. Bottom: New logo design, full and reduced versions.

A reduced version of the logo that features just the “ECF” initials was also created to add more flexibility to the brand — at smaller sizes, such as on the mobile version of the website, the ECF logo is switched out for the reduced version to maintain readability while still being a clear representation of the organization.

It was important to ECF to continue to use their existing blue, but we revised the colour palette to include teal, which is used as one of the main secondary colours in both the website and printed materials. Working on the website and visual identity concurrently meant that decisions made for one often directed the other. The linear shape of the logo led to strong lines and geometric shapes being used as defining features of the visual identity. Alongside these, the overall style for the brand focuses on vibrant images of Edmonton, strong typography, a minimal colour palette, and ample white space. The rebrand was applied to the many printed materials that ECF needed to have redesigned to reflect their new brand.


ECF has a visual identity that is modern and respectable — without being too ostentatious — and is immediately recognized as representing their organization. Their new website embodies the new brand while giving their audience easier routes to find the information they need.

The communications team has a comprehensive set of guides that they use (with our coaching and assistance) to execute the marketing strategy we built with them after their initial RFP. We’ve trained their entire organization to communicate using their brand voice in two keynote style presentations, and continue to work with the ECF team on print pieces, digital advertising, and coaching and training opportunities as they arise.

We are currently working with the ECF on implementing their digital strategy, but here are the results so far:

  • Social Media visits up 101%
  • Organic Search visits up 13%
  • Granting page visits up 11%
  • Grant applications have doubled since 2016
  • Donor page visits up 34%


Although ECF had many Edmonton-centric images for us to use on both the website and their printed materials, all were taken during the summer! At our suggestion, ECF is building a portfolio of winter-based images for their collection, in order to reflect the lengthy winter we enjoy here in Edmonton.


Consistent communication with the project managers on ECF’s end (Carol and Andrew) helped keep our work process smooth — you don’t always get a client that is open to bold suggestions such as “maybe you need a rebrand?”! We enjoyed being part of a project that had so many different components that were completed over a longer timeline, as it really gave us the opportunity to learn deeply about ECF and build a strong relationship with them, which extended out into our current coaching and training project with them.