Calgary Family Services has been in the community for over 100 years and has unveiled a new look in an effort to heighten its profile and rejuvenate fundraising efforts.
The organization was founded in 1910 and provides counselling and home care services for individuals and families.
On Thursday, officials from the agency launched the new branding at an event at Fort Calgary and a new name to go along with it.
Calgary Family Services will now be known as carya and officials say the change will generate a broader understanding of the agency outside the social services sector.
“Calgary Family Services, our former name, as we mentioned earlier has been here for 104 years and today we’re changing our name to carya. carya represents the new Calgary and represents the best of our history and the best of our creativity going forward to really serve Calgarians and the very changing demographic and cultural city that we’re part of,” said Sue Mallon, CEO, Calgary Family Services.
Mallon says the old name was easily confused with government and two problems came from that.
“First of all, we do rely on philanthropy as part of our budget and donors didn't think we needed money because they thought we were government. And the second one and perhaps more serious, is some of our clients, who maybe in their families were running into rough spots, they wanted to access our help but felt if we were government they felt hesitant, they felt that they maybe didn't want government playing in their family lives at that point in time. So for our clients, for our potential donors, for all of the citizens, we thought a new identity, a new name and the same good quality of professional service,” explains Mallon.
For more information on the services offered by carya, click HERE.
