YWCA Calgary is returning to its roots with the unveiling of a brand refresh on Tuesday. After 10 years of being known as YW Calgary, the organization is changing its name back to YWCA Calgary to improve recognition and reconnect with its global affiliation.
Return to the YWCA Brand
CEO Talia Bell explained that the previous name change caused confusion, as people often associated 'The Y' with the YMCA. 'We realized we spent a lot of time sharing what that was, and as soon as you say YWCA, there was brand recognition. So this was a move to get back to that connection and affiliation to our worldwide YWCA brand,' Bell said.
The refresh has been in development for some time and brings the brand back to 'who we are and who we've been for the last 115 years,' according to Bell.
New Strategic Direction: Stand with Her
The rebranding is rooted in YWCA Calgary's updated strategic direction, called 'Stand with Her.' This initiative encapsulates the organization's purpose and guides its work. Bell described it as 'our north star,' meaning being there alongside women—not ahead or behind, but with them. 'Standing with her enables her to be strong,' Bell added.
YWCA Calgary was founded in 1910 to support women arriving in Calgary at a time when they could not own property. 'Women were coming to Calgary and had no place to stay, and as women weren't able to find lodging or hotels or rentals or anything like that,' Bell said. The organization has since expanded into a comprehensive network of prevention and intervention services aimed at advocating for and empowering women.
Focus on Economic Prosperity
Bell expressed particular excitement about programming focused on women's economic prosperity. This area has been expanding and evolving over the past few years, and she anticipates significant growth. 'One of the things we're looking at is, how do we scale some of our economic prosperity work across our movement in Canada? So we're currently in talks with our national office to explore what that might look like,' Bell said.
The new strategic plan brings clarity and direction to the organization's work, emphasizing the depth, breadth, and impact of its initiatives. 'It's being able to be really clear on what our purpose is as an organization,' Bell noted. 'That work that we deliver is rooted in listening to the people we support, the community that supports us, and ensuring that we are standing with her through whatever situation she might be facing.'
