Having designed the brand identity for the original incarnation of BCFSA, the Real Estate Council of BC, Rare Design Group helped transition from old to new in the form of marketing collateral, corporate documents, educational collateral, and signage.

To reflect the burgeoning momentum toward government legislation which will increase the legal services provided by registered paralegals, BCPA invited Rare to develop and implement an integrated marketing plan to elevate its brand, promote its values, and increase membership.   Identifying BCPA’s long-standing traditions of professional excellence along with meticulous, research-based advocacy, Rare extracted the root of ‘para’ — meaning ‘side’ or ‘alongside’ — to create the marketing message ‘Side with experience’ and positioning line, ‘On your side since 1979’.  Rare then elevated this verbal messaging with a visual language that reinforces BCPA’s intelligent, progressive identity using a commanding amalgam of imagery, typography, and colour to create high-impact digital ads, out-of-home advertising, and traditional print advertising, as well as SEO and search engine marketing.

To mark its 20th anniversary helping people with disordered eating, Looking Glass contracted Rare to create a new brand identity to better reflect its values, mission, and services. The resultant concept is based on a weathered stone — organic, strong, with rounded edges suggesting transformation and resilience. Rare applied this conceptual direction to its website, stationery, and other print and digital collateral.