Rare acknowledges the Whadjuk people of the Nyoongar nation as the traditional custodians of the land we are situated on. We acknowledge and respect their Elders, past and present, and recognise their continuing culture, knowledge, and contributions to the life and identity of this city and region.
As communicators, we have a responsibility to represent truth and to amplify First Nations voices in the stories we help tell. We know that the most powerful work is built on understanding by listening first, learning always and sharing stories with care and integrity.
At Rare, that commitment begins with us: by building cultural learning, awareness and empathy within our team, and by seeking genuine partnerships with Aboriginal and Torres Strait Islander creatives, consultants and communities.
We recognise that diversity of culture and perspective makes our work stronger and more meaningful.
Always was, always will be.
In a perfect world, we’d already be living in a reconciled Australia. Where truth is told, history is respected and First Nations people are treated with the dignity, fairness and opportunity they deserve.
But we don’t live in that world. Not yet.
Too many First Nations communities still face exclusion, injustice and deep inequality. And that’s not something we can ignore. At Rare, we know we have a role to play. We also know we can’t do it alone. So we’re joining forces. With First Nations people. With each other. With anyone willing to walk the path towards reconciliation. Even when it’s slow, uncomfortable or uncertain.
This RAP is our first step. A commitment to listen more openly and learn more honestly. To build strong relationships and make space for truth-telling. Because in a perfect world, collaboration isn’t complicated. People are heard. Culture is celebrated. Respect is a given. That’s the kind of culture we want to help build. Not just through our work, but through how we work.
We’re guided by the Five Dimensions of Reconciliation – Race Relations, Equality and Equity, Institutional Integrity, Unity and Historical Acceptance – and driven by our values, especially ‘Join Forces’ and ‘Be Good Humans’. They keep us grounded. They remind us that progress takes people.
And that people need each other. In a perfect world, we’d already be there. Until then, we’ll keep walking.
Together.
“Since opening our doors in 2005, Rare has had the privilege of working alongside First Nations people and organisations across sectors including energy, education, government, tourism, sports and the arts. These partnerships have enriched our work, broadened our perspectives, and reminded us of the extraordinary depth of the world’s oldest living culture. We are especially proud to have partnered on the creation of the Yagan Square brand, opposite which we have our place of work – a daily reminder of the enduring stories and custodianship of this land.
Our Reconciliation Action Plan represents a deepening of this journey. It is led by a diverse management team and embraced across our agency, not as a box to tick, but as an ongoing commitment to listen, learn and act. We reject tokenism and understand that reconciliation is not achieved through words alone, but through sustained learning, engagement, respectful action, and genuine relationships.
As an agency whose purpose is to make brands more human, we believe reconciliation is not just a national imperative but a deeply human one. It calls for curiosity (Wonder More), ambition for better outcomes (Hunt Greatness), collaboration (Join Forces), integrity (Be Good Humans), and optimism (Find The Fun) – the very values that guide how we work and who we are.
Through our RAP, we will focus on building cultural understanding within Rare, creating meaningful opportunities for First Nations peoples, and using our skills as communicators to share stories that foster respect and connection. The core theme of our RAP is to strengthen cultural understanding and awareness across our agency, ensuring reconciliation is part of how we think, work and create every day. While we are a proudly independent agency of under 50 people, our work reaches audiences far beyond our size and location, and with that reach comes responsibility.
We know reconciliation is a continuing journey, and we are committed to walking it with open minds and open hearts.”
“For me, reconciliation is about owning our part, not just as a company, but as people. It means taking the time to really understand the truth about our country’s past and doing what we can to help build a fairer, more inclusive future. That starts with listening, learning and turning what we learn into action.
I feel proud to work with people who care about doing the right thing, even when it’s not easy. That’s what this journey’s all about. Reconciliation isn’t something you tick off, it’s ongoing. It asks us to be better, to work together and to use what we do creatively to make a difference.
This RAP is about accountability – turning intention into action, and making sure reconciliation lives in the way we work every day.”
“Every opportunity I’ve had to learn from First Nations people has been both inspiring and eye-opening. I have a deep respect for the richness of their knowledge and connection to this land, and the way it shapes the lives of everyone who lives here.
To me, reconciliation is about creating more opportunities to share in that knowledge and grow together as a united community.
I’m committed to taking meaningful actions and adopting behaviours that support this journey – for myself, our business, and the broader community – and I’m energised by the potential that lies in genuine collaboration and shared understanding.”
“Reconciliation isn’t about trying to fix the past. It’s about trying to do better. To live with more compassion, humanity and an open mind to understand First Nations people, what they have been through and how we can also preserve and learn from Indigenous culture.
It’s about making incremental changes to close the gap, supporting policy reforms on every level – national, state and local. And especially within our own sphere – the workplace.
It’s about giving and recognising opportunities and learning from each other to build harmonious relationships.
Being part of the RAP team solidifies this and is a consistent push to do better and commit to a more equitable and unifying society.”
“We are very fortunate to work in an industry built on collaboration, which has given me the privilege of working alongside First Nations artists from across the country. These experiences have deeply shaped my perspective, particularly my understanding of the importance of connection to land, and the meaning and significance of reconciliation.
For me, reconciliation is about learning from and respecting the history and rich cultures of First Nations peoples, and carrying those lessons into both work and everyday life. By doing so, I hope we can create more meaningful, harmonious outcomes while building genuine relationships along the way.
I acknowledge this is a step in the right direction, but this is very much the beginning of a bigger journey for us as an agency.”
“Working in an industry built on connection has shown me the importance of understanding culture. It not only informs me, but also inspires me to act with as much compassion as I can.
Reconciliation strengthens relationships and creates unity. This begins with taking the time to learn, followed by meaningful action to ensure that this unity is something that continues to grow and flourish.
I feel very privileged to be in a position where I can help build respect, trust and relationships. I know this is not something that changes overnight, but it is an exciting long-term commitment to shaping a better future.”
“The spirit and culture carried by our First Nations people shared to us through storytelling, song, dance and art is something that has always made me feel deeply connected with my surroundings. This emotional connection and learning is something that I believe to be an essential part of not only day to day life but how we carry ourselves in our professional manner which led me to wanting to be part of the RAP team.
It’s a deep honour to walk alongside colleagues and communities within an extremely vibrant and connected industry as we take meaningful steps toward reconciliation.
Through learning and sharing, we can walk together to a cohesive future. “
To date, Rare has taken active steps towards embedding cultural respect and understanding into our workplace and creative processes. We’ve sought out Aboriginal and Torres Strait Islander collaborators to guide our approach and ensure our work is grounded in cultural authenticity.
A significant number of our team members have completed Cultural Capability training, and some have participated in Yarning Circle sessions — experiences that have deepened our collective understanding of Aboriginal and Torres Strait Islander peoples’ perspectives and storytelling traditions. We incorporate an Acknowledgement of Country in our email signatures and open significant meetings with this practice as a mark of respect.
Beyond the office, we’ve supported staff engagement with Aboriginal and Torres Strait Islander-led arts and culture through group outings to events across Boorloo (Perth). While these steps have been meaningful, we recognise they are just the beginning. At present, we do not have formal community partnerships in place, and we see this as a key area for growth as we continue our Reflect RAP journey.
This artwork, Woven Ways, is a story of connection – a visual map of what binds us together and moves us forward. At its heart is the pulse of human connection, which shapes how we live, work and grow. Its about relationships – between people, cultures, stories and Country.
The design is anchored in Whadjuk Noongar Boodja, where our journey begins. This is our place, and we honour the deep, continuous stories and knowledge systems, but the artwork also reaches out – to other parts of Australia, to other communities – reflecting Rare’s national footprint and their commitment to connecting meaningfully wherever we work.
Radiating from a central meeting place are paths and shapes that represent collaboration across cultures. These lines don’t move in straight, predictable ways – they weave, bend and blend, showing how true progress is rarely linear. It’s a nod to the way Rare works: listening, moving with purpose, and doing things differently when it matters. Breaking the mould, but never breaking respect.
Each element in the artwork represents a part of our shared journey:
Woven Ways is more than a visual identity – its a living invitation. A call to stay connected, stay curious, and walk together toward a future shaped by honesty, respect and unity.
Our Reconciliation Action Plan represents a deepening of this journey. It is led by a diverse management team and embraced across our agency, not as a box to tick, but as an ongoing commitment to listen, learn and act.
