W.J. Stelmaschuk & Associates, known as WJS Canada, has announced its rebrand to Taproot Community Support Services. The change, effective from 18th February 2025, marks a significant shift in the organisation’s mission and identity. The new name reflects its commitment to strengthening the core values of individuals and families, helping them achieve well-being, independence, and a sense of belonging.
For over 40 years, WJS Canada has been at the forefront of providing community support services across the country, offering personalised and culturally responsive assistance to individuals, families, and communities. Bill Stelmaschuk, the founder of WJS Canada, has expressed his pride in the organisation’s achievements, while welcoming the new direction. “I started WJS with the hope of serving diverse communities, and I’m delighted with the growth it has seen over the years,” he said. “I look forward to seeing it continue to flourish under the new brand.”
The new name, Taproot, was chosen to symbolise the organisation’s role as a stable and nurturing source of strength for those they support. “Taproot represents our desire to be that source of strength and stability for those we serve,” said Mike Fotheringham, CEO of Taproot Community Support Services. “Our teams are committed to creating the right environment for individuals and families to thrive, providing the support and connection they need.”
In addition to the name change, Taproot will roll out a refreshed vision, purpose, and set of core values that will guide the future of the organisation. A new visual identity will accompany the changes, ensuring that the rebrand aligns with the core principles that have always driven the company’s work. The transition will be seamless for the people served, partners, and stakeholders, with services continuing uninterrupted during the rebrand.
Taproot will be working closely with its partners to update agreements, communications, and marketing materials to reflect the new identity. The organisation’s website and social media platforms will also transition to the new branding, with video content designed to introduce the brand’s foundations to a wider audience.
The rebrand comes at a pivotal time for Taproot, as it looks to continue growing its impact and expanding the reach of its support services to communities across Canada. As the organisation evolves, it remains deeply committed to its core mission of empowering individuals to live independent, fulfilling lives.