Overview

The Al Rashid Foundation of Canada (ARFC) is the umbrella organization for one of the most influential
Muslim community ecosystems in the country , overseeing the Mosque, the Edmonton Islamic Academy, the
Daycare, Youth Club, Seniors Society, the Quran Institute, the Banquet Facility, Affordable Housing Units, and
more.

As the organization grew in scale and complexity, it needed a unified communications system and brand
identity that could:

• Bring 11+ entities together under one cohesive story.
• Build trust with donors and community members.
• Strengthen public presence.
• And prepare the organization for an ambitious future of expansion and community impact.

ELMA led the creation of ARFC’s integrated communications strategy, the first of its kind for the Foundation,
grounding the work in clarity, cultural intelligence, and purpose.

Summary

The ARFC brand guide, updated websites, unified messaging, and public-facing materials were developed to
ensure that every ARFC entity communicates from the same narrative foundation. The project included a
renewed visual identity, aligned story pillars, key messages, and a communications roadmap that supports
fundraising, community engagement, and long-term organizational growth.

Strategy Snapshot

This project required building alignment across multiple entities with different histories, priorities, audiences,
and strengths. The strategy focused on:

• Understanding each entity’s unique identity while shaping a shared ARFC narrative.
• Designing a visual and verbal system that works across schools, faith services, community programs, and
  social services.
• Creating a communications architecture that simplifies complexity and builds cohesion.
• Establishing consistent storytelling standards for all departments, staff, and volunteers.
• Supporting leadership transition and governance evolution through clear, trusted communication.
• Designing internal communications rituals that strengthen team culture and collaboration.

At the heart of the strategy:

Unify without erasing. Align without restricting. Lead with truth, light, and service.