About Chama Digital Marketing
Chama Digital Marketing is a 100% Indigenous-owned digital agency helping First Nations, Indigenous organizations, public-sector clients and values-aligned partners build stronger digital platforms.
Founded and led by Joe Darby, a member of Serpent River First Nation, Chama provides website development, digital strategy, search engine optimization, accessibility support and ongoing website management.
Our work is centred on creating digital platforms that are clear, accessible, dependable and built around the people they serve.
The Meaning of Chama
Chama means flame.
The name reflects the importance of fire as a source of warmth, connection and gathering. Within our community, fire brings people together. It creates a place where stories are shared, relationships are strengthened and knowledge is passed from one generation to the next.
Fire also represents illumination and transformation. It can help people see more clearly, create something new and sustain what has already been built.
These ideas shape how Chama approaches digital work. We help organizations clarify their message, strengthen their connections and build digital platforms that continue serving their communities over time.
Like a fire, a strong digital presence requires purpose, care and ongoing attention.
Indigenous Owned and Principal Led
Chama is intentionally structured as a principal-led agency.
Every project receives direct involvement from the founder, from early planning and strategy through development, quality control and launch. Clients work directly with the person responsible for the project rather than being passed between layers of account managers.
This structure allows Chama to remain responsive, accountable and closely involved throughout each engagement.
When additional capacity or specialized expertise is required, Chama works with trusted digital professionals who support development, accessibility, content implementation and technical delivery. This model combines the personal accountability of a boutique agency with the ability to scale responsibly for larger projects.
Built to Serve Indigenous Organizations
First Nations and Indigenous organizations often manage complex information across programs, departments, governance, community services, employment, economic development and public communications.
A website must do more than look professional. It should help community members find important information, work properly on mobile devices, support accessibility and remain manageable after launch.
Chama helps organizations improve:
Every Nation and Indigenous organization has its own identity, priorities and way of communicating. Our responsibility is to listen, understand the project and develop a platform that reflects the organization rather than imposing a generic agency template.
A Flexible Delivery Model
Chama maintains a lean core structure and assigns project resources according to the needs of each engagement.
Core Strategy
Joe leads project strategy, discovery, client communication, information architecture, search strategy, design direction and quality control. This structure provides clients with a clear point of responsibility.
Trusted Specialists
While maintaining personal accountability, Chama increases capacity when required. Trusted specialists may support areas such as:
Guided by the Seven Grandfather Teachings
The Seven Grandfather Teachings provide an important foundation for how Chama approaches relationships, responsibilities and decisions. They are more than words displayed on our website. They remind us that the way work is carried out matters as much as the final result.
Wisdom
We take time to understand the organization, its audience and its goals before recommending a solution. Wisdom requires continued learning, thoughtful planning and the recognition that technology should serve a clear purpose.
Love
We approach our work with genuine care for the people and organizations affected by it. A website may be used by community members seeking health information, Elders looking for services, families completing forms, businesses pursuing opportunities or staff communicating important updates. We remain mindful of the people behind every digital interaction.
Respect
We respect the knowledge, authority, culture and time of the organizations we serve. Clients are the experts on their own communities. Our role is to listen, provide informed guidance and build in partnership with them.
Bravery
Bravery means being willing to identify difficult issues, challenge ineffective approaches and recommend what we believe will best serve the project. It also means exploring new ideas responsibly and being clear about their risks, costs and long-term implications.
Honesty
We communicate openly about scope, pricing, timelines, capacity and technical limitations. When something changes or a concern arises, we address it directly. Clients deserve clear information throughout the project.
Humility
We enter every engagement prepared to listen and learn. Digital expertise does not replace community knowledge, lived experience or organizational understanding. Humility reminds us to ask questions, accept feedback and recognize when additional knowledge or expertise is needed.
Truth
We work to keep our promises, recommendations and actions aligned. Truth requires that the final platform accurately represents the organization, that progress is communicated honestly and that the work delivered reflects what was agreed upon.
Together, these teachings guide Chama toward relationships built on trust, accountability and long-term value.
More Than a Website Launch
Chama views a website as a long-term organizational asset.
Our work can continue after launch through hosting, maintenance, security updates, content changes, performance monitoring, accessibility improvements and search strategy.
The goal is to provide clients with a platform that remains useful, secure and manageable over time.
Procurement Ready
Chama is prepared to work directly with First Nations, Indigenous organizations, corporations, public-sector organizations, agencies and prime contractors.
Chama is:
- 100% Indigenous owned and operated
- A CCIB Certified Indigenous Business
- Listed in the Indigenous Business Directory
- Registered on CanadaBuys
Chama can participate as a direct service provider, subcontractor or Indigenous digital delivery partner within a larger project team.
About Joe Darby
Joe Darby is the founder and principal of Chama Digital Marketing and a member of Serpent River First Nation.
He works directly with clients to plan, design, develop and improve digital platforms that support organizational goals and community needs.
His work includes WordPress development, custom website development, search engine optimization, digital strategy, accessibility, content structure, hosting and long-term website support.
Joe founded Chama to provide organizations with a more direct and accountable agency experience. Chama provides principal-level involvement throughout each project and brings in trusted specialist support when additional expertise or capacity is required.
Let’s Build Something Useful
Whether you are planning a new website, improving an existing platform, preparing for an upcoming procurement or looking for an Indigenous digital delivery partner, Chama would be pleased to learn more about your project.