Our Story

ELMA was founded on the belief that communication can be a form of leadership.

In a world that often speaks without listening, ELMA exists to illuminate, to bring empathy, depth, and design to the way we communicate. We work with organizations, cities, and communities to craft strategies and stories that inspire understanding, build trust, and drive change.

Rooted in cultural awareness and guided by purpose, ELMA bridges people and ideas, turning truth into connection and strategy into impact.

At its core, ELMA is more than a consultancy. It’s a practice, one that believes communication, when done with intention and integrity, can heal divisions,strengthen relationships, and create belonging

To create a world where communication leads with empathy, honors truth, and builds bridges between people, cultures, and ideas.

To help organizations and communities express their essence with honesty and purpose, transforming complex challenges into stories and strategies that move people and systems toward meaningful change.

Values

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Integrity

Honesty is the foundation of every conversation. ELMA stands for authenticity, communication that reflects truth, not image.

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Empathy

Every story deserves to be heard and understood with compassion and respect.

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Cultural Respect

Rooted in Palestinian heritage and shaped by global perspective, ELMA celebrates identity and diversity, valuing every viewpoint.

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Purposeful Design

Every detail serves meaning. We believe simplicity can carry depth, and beauty can strengthen truth.

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Connection

True communication is relational. We bridge people, ideas, and perspectives to foster collaboration and shared growth.

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Light (Noor)

At the heart of ELMA is light, a reflection of knowledge, hope, and guidance. We believe communication, like light, should illuminate, not divide.

Our Approach

We begin with listening.

Every partnership starts by understanding people, their challenges, their hopes, their language.
Then, we design with intention.
We translate insight into strategy, storytelling, and experiences that inspire connection and clarity.
Finally, we illuminate impact.
We help ideas shine, not through noise, but through meaning

Leadership

Founder – Noor Al-Henedy

Noor Al-Henedy is a communicator, strategist, and community leader who believes that truth, when told beautifully, can move people, and move systems.

As the founder of ELMA, Noor brings nearly two decades of experience across communications, leadership, and community engagement. Her work sits at the intersection of culture and strategy, where storytelling becomes a tool for empathy, influence, and social impact.

Guided by the principle that communication is a form of leadership, Noor has helped cities, nonprofits, and communities build trust, navigate complexity, and lead meaningful change. Her approach is grounded in authenticity and cultural intelligence, blending strategic precision with a deep respect for people and place.

A global citizen proud of her Palestinian heritage, Noor’s perspective bridges continents, cultures, and conversations. She has led communications for major organizations such as the City of Edmonton and the Al Rashid Foundation of Canada, while advising national initiatives that advance equity and counter Islamophobia.

Beyond her professional roles, Noor is recognized as a connector and convener, a voice of leadership within Edmonton’s civic and faith-based communities.

Through ELMA, Noor continues to bridge worlds, turning lived experience into leadership, and communication into connection. Her work invites others to pause, listen, and reimagine how we speak to one another, with empathy, intention, and light.

Leadership & Impact Highlights

  • Chair, Al Rashid Mosque Board, first woman to hold the position in its 90-year history
  • Advisor, National Council of Canadian Muslims
  • Steering Committee Member, Anti-Islamophobia Research Hub – York University.
  • Member, WAVE Committee (Women’s Advocacy Voice of Edmonton)
  • Interfaith Collaborator, Shamaa Centre & Common Word Alberta
  • Campaigns & Initiatives: Legends Legacy Run, International Hijab Day, Interfaith Dialogue Series, Community Comedy Night, and other community-driven projects