RPRA Brand Identity

This exciting and important project started when the Waste-free Ontario Act, 2016, replaced the Waste Diversion Act, 2002, creating a new organization: The Resource Productivity & Resource Authority (RPRA or “the Authority”). The new Authority is the first of its kind in the world, working together with both the government and producers (those who sell goods that produce waste) – advancing a circular economy. RPRA envisions a waste-free Ontario, and with its newly designated authority, oversees and enforces the compliance of waste programs among producers in the province.


To break away from the previous entity, Waste Diversion Ontario, RPRA had to be seen as new, but not uninitiated: it needed to appear autonomous and credible. Working with these strategic goals in mind, we developed a brand identity that embraced the idea of the well-recognized but outmoded recycling symbol, and gave it a modern and dynamic twist to reinforce the progressive idea of a circular economy.


Following the identity, we worked with RPRA to roll out a number of specific materials, in both English and French – including brand guidelines – to ensure they could kick off their Annual General Meeting with a strong and consistent brand program, demonstrating their authority to their stakeholders and the public at large. This included a website; while the organization works towards a highly advanced digital presence, they required an interim website that was easy to update and better reflected their new brand – both visually and structurally. Starting with a more intuitive information architecture, we used a WordPress template that best fit the organization’s messaging goals. From there, we worked all the way through, starting with template design and development to QA and launch.


Brand Activation, Brand Articulation, Brand Auditing