880 CHED Santas Anonymous: A Legacy Reimagined for the Next Generation
The Mission: After more than 60 years as 630 CHED Santas Anonymous, the beloved Edmonton charity was ready for a new chapter. With the station moving to 880 CHED, Santas Anonymous sought a refreshed brand identity that honored its history while building excitement for the future. Their mission remained steadfast: to see every child receive a new toy at Christmas.
The Challenge: Rebranding a 60-year legacy in under 10 days was no small feat. The clock was ticking with an Oilers season opener on the horizon and no room for delays. Crow was entrusted to bring this new vision to life—entirely in secrecy. Working late into the evenings, we coordinated closely with Santas Anonymous, balancing precision and speed to build a look that would be launched city-wide.
Our Solution: Crow Marketing dove in with a holistic approach to deliver a powerful and cohesive rebrand. We crafted a new logo for Santas Anonymous, reflecting both the rich history and the fresh energy the change represented. Our team then collaborated with Santas Anonymous to design a range of assets, including flags, pop-up banners, donation boxes, a photo wall, road signage, and more.
One of Crow’s founding principles is giving back to the community, which made this project especially meaningful. By delivering the rebrand at no cost, Crow ensured that Santas Anonymous could dedicate more resources toward their mission of bringing holiday joy to over 20,000 children each year. The seamless design transition enables Santas Anonymous to continue its work, supported by a new look that resonates with Edmontonians and honors Jerry Forbes’ inspiring legacy.
The Results: The refreshed brand identity launched just in time for Edmonton’s favorite team’s season opener. The community now sees a vibrant, contemporary look that celebrates the organization’s history while fostering excitement for the future. As the new branding shines on donation boxes, banners, and more, the rebrand amplifies awareness and engagement throughout the city.
With Crow’s creative support and a shared passion for service, the rebrand marks a new era for Santas Anonymous. We’re proud to have been part of ensuring that this organization can continue carrying out its mission with a revitalized, timeless identity.
Client Feedback: “We recently worked with Zach and Crow Marketing on a rebranding project for Santas Anonymous, which involved changing a name that had been with us for over 60 years. Zach took on the challenge with creativity and professionalism, providing us with thoughtful insights and innovative ideas in a very tight timeline. Their team was not only receptive to our needs but also deeply understood the importance of preserving our legacy while moving forward with a fresh identity. The final result perfectly reflects who we are and where we’re headed. We couldn’t be happier with the new name and brand! Highly recommend Crow Marketing for any organization looking for a creative and strategic partner.” – Executive Director, Santas Anonymous
Rebrand
Photo Wall
Donation Box Artwork
Roadside Banners
