REA, one of Canada’s largest foundations in physical rehabilitation, gets a complete brand rehabilitation of its own.
Montreal, August 7 2019. – Launched three two years ago, the REA Foundation proundly supports three hospitals specializing in physical rehabilitation and lends support to the Institut universitaire sur la réadaptation en déficience physique de Montréal (IURDPM).
Every day, the REA helps hundreds of people in need of physical rehabilitation services from all over Quebec. Whether a patient has had a car accident, an amputation, a brain injury, a stroke, or is living with a language or hearing impairment — REA is dedicated to their journeys of recovery and helping them rebuild their lives.
The Origins Of REA
“At the time, we were privileged to benefit from the pro bono support of a Montreal agency that accompanied us in the search for our name, our brand, but also our identity in a more global way.”, says Daniel H. Lanteigne, CFRE, CHRP, director general of the organization.
Through this exercise, “REA” was born. The emphasis was on the simplicity of the word, representing the first three letters of the word “réadaptation”.
The evolution of REA
In the fall of 2018, Brandvan, a national social impact initiative, stopped at the REA Foundation. Their objective: provide free, expert creative services to 13 charities across the country. Behind Brandvan are Keith Jones, a brand leader who has launched a wide range of for-profit and pro-bono brands in Canada. And Vickie Hsieh, a digital marketing expert passionate about helping share the stories of those who need it through communication and digital storytelling.
“Chemistry set in from the very beginning as Keith and Vickie quickly uncovered our brand positioning and guideline needs. Although the Réa logo was only two years old, the limited resources of our organization made it difficult to create a consistent brand,” adds Daniel H. Lanteigne.
“After spending the day with Daniel, some of the staff and touring their hospitals – we could see first hand the need and importance of their expertise during the recovery process. Our time together worked as a brand discovery workshop – allowing us to build an understanding of who the organization really is and how it should be perceived,” says Jones.
“Starting with an identity system containing over 100 variations, we first simplified the mark by eliminating the tagline, then refined, balancing, and reshaped the letterforms. Drawing inspiration from musical notes or a ribbon dancing through the air – the updated mark is soft, unified, human, and fluid. Seamlessly connected together, it’s only after close study we notice the slight detachment in letters, representing how a prosthetic limb harmoniously joins the body,” says Jones.
Positivity Found Within The Human Spirit
The core focus at Rea’s is recovery. And it takes more than just a physical environment to do that – it takes a good mental one too. That’s why we established a new colour palette to evoke a positive, energized emotion needed to rebuild yourself after a big injury. The environment in which we live dictates the way we experience the world.
The logo, colour, and pattern are part of a larger flexible toolbox. This elasticity of these assets reflect the diversity of users and the variety of support provided by our foundation.
A New Brand Promise
A new brand promise for a brighter future: “At REA, we harness the positive energy found within the human spirit. Through inspirational and proven medical-based support, we create spaces for mental, physical, and emotional growth. We think future possibilities are limited only by our perceptions and reactions to the experiences we have. We are not here to replace missing pieces – we are here to help create new lives.”
“Providing the time needed for branding when we are in a small organization with limited time and resources is clearly not a luxury. We took the time to ask ourselves vital questions about our current positioning, our target and the tone we wanted to give our organization. The physical disability situations we cover are multiple, but all ultimately related, and that’s what our branding sounds like,” concludes Lanteigne.
To support the REA Foundation, visit reafoundation.ca/give or dial 514 340-2707.
The REA Foundation
The REA Foundation is the dedicated specialized hospital foundation for the Institut universitaire sur la réadaptation en déficience physique de Montréal (which could be translated as Physical Rehabilitation University Institute of Montreal). This University Institute groups the Institut de réadaptation Gingras-Lindsay-de-Montréal, the Centre de réadaptation Lucie-Bruneau and The Institut Raymond-Dewar, all ultra specialized in physical rehabilitation. Together, they provide care for people living with a physical disability (sensory, language or motor).
Brandvan is a grass roots initiative that connects creative professionals with some of Canada’s most impactful and inspiring charities & non-profits. Designers, writers, marketers, illustrators, photographers, architects, developers and other industry experts harness the power of creativity to create a better Canada.