In a significant shift, WJS Canada, a long-established non-profit organization supporting vulnerable individuals, rebranded itself as Taproot Community Support Services last month. Launch parties were held at various locations nationwide to celebrate the change, including in Westlock.
Around 40 people came out to show their support. Attendees watched videos on the organization’s achievements of the past and goals for the future. Following which, they were able to ask questions, mingle and learn about the changes coming from within the well-established organization.
“It was actually quite a lovely event. We had a lot of the individuals that we provide support to and a lot of the staff that provide those services come out and have fun,” said Taproot’s program director, Lisa LaForge.
This new identity marks a renewed commitment to Taproot's mission of fostering resilience and empowerment. “Once you look into the name Taproot and what it means, it’s really quite inspiring,” said LaForge, adding that it “shows that we are providing that base level nutrient and support to help us grow us and enhance lives.”
The name "Taproot" was chosen to reflect the organization's deep-rooted commitment to communities across the country. The taproot, the central root of a plant, symbolizes strength, support, and the foundational connections that foster growth—values central to Taproot’s work in providing services such as mental health support, housing, employment training, and community development.
“It’s really trying to uplift the organization and helping us move forward. Our [original] name of WJS, was not very impactful. It didn’t give a good picture of who we are or what we do, whereas the name Taproot really provides a better picture of this,” she said.
The rebrand consists of a refreshed logo, colour scheme, website, as well as communication and marketing materials.
The decision to rebrand is more than just cosmetic. It aims to reflect the evolution of the organization’s services and its renewed focus on partnership-building within the communities it serves. In Alberta’s rural areas, where access to such services can often be limited, Taproot seeks to further solidify its presence and continue its work supporting individuals facing mental health challenges and physical disability restraints.
“Our care model is changing as well, so really how we’re going to be delivering those services is going to be a big thing,” said LaForge.
Formerly through children’s services, Taproot’s new care model is developed through Cornell University and will make its mark in the industry as the first disability sector in Canada following this specific model.
The people-first model will continue to empower individuals and provide individualized, tailored supports to its clients.
“We’ve always said that strengthening people first is our model and we’ve always provided individualized supports, but I think this really focuses on that. It takes it to this next level,” said LaForge.
For more on Taproot's programs and services, visit www.taproot.ca.
