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Founded in 2003, Rare is an independent strategy company.

For over two decades, we’ve been trusted advisors to a diverse range of brands, from established industry leaders to emerging local enterprises — both locally and globally.
Meet Rare

From Aotearoa, New Zealand roots to our global footprint, Rare has always believed in the power of brand.

We’re living in a rapidly changing world that presents unprecedented challenges. From technological advancements to climate change and pandemics, the world is transforming in ways we never thought possible. At Rare, we believe brands have a significant role to play in addressing these challenges.

As a brand transformation company, Rare is committed to helping businesses navigate uncertain times and find success. With our expertise and innovative approach, we can help you to build a brand that’s not only impactful but also makes a meaningful difference in the world — or as we like to say, shape a Game-Changer brand.

Our Purpose & Vision

We exist to go where no brand has gone before.

We believe that by guiding brands to prioritise sustainability and ethical practices, we can create a better future for both humanity and the planet. We do this by leveraging our expertise in branding and innovation to help organisations navigate the complexities of our rapidly changing world.
Our Vision: To lead the charge for a regenerative, equitable future.
Jussara Bierman

“In working with and alongside ‘Game-Changers’ we have the opportunity to push the boundaries of what is possible, and to drive significant change for a more sustainable, inclusive, and equal future.”

– Jussara Bierman, Managing Director

Our Beliefs & Values

Rare for Good

We believe a brand should be a force for good in the world — a mechanism to create a better future for humanity. We believe it’s our role to empower brands to become that force, rather than just profit-making machines.

Our values are what make us Rare:

Resourceful innovation

We don’t just tackle challenges — we crush them. We’re all about resourcefulness and ingenuity, using our diverse set of skills and experiences to find solutions that go above and beyond. We’re not satisfied with just meeting expectations, we want to exceed them every single time.

We know that sometimes the best ideas come from unexpected places. That’s why we encourage our people to bring their whole selves each day and share their unique perspectives. We value diversity and believe that it’s a key driver of innovation.

Embrace adventure

We dive into opportunities headfirst with a sense of adventure and curiosity. We’re not content with playing it safe or sticking to what we know. We want to explore uncharted territories and discover new ways of creating value and impacting the world.

And we’re not afraid to take risks. In fact, we embrace them. We know that sometimes the biggest rewards come from the bravest risks. That’s why we’re always pushing the boundaries and trying new things.

Results matter

We don’t just talk the talk — we walk the walk and deliver on our promises every time. We hold ourselves to the highest standards of quality, efficiency, and effectiveness in everything we do, because we know that’s what it takes to get real results.

And we’re not satisfied with just meeting expectations. We want to exceed them every time. We’re a team of high achievers who won’t stop until we’ve achieved our goals — and then some.

Do the right thing

We believe that doing what’s right is not only the moral thing to do, but it’s also the only way to achieve sustained success and create a better future for all. That’s why we’re committed to upholding the highest standards of ethics and integrity in everything we do.

We’re guided by a strong moral compass and a deep respect for people, communities, and the planet. We know that our actions have a real impact, and we want to make sure that impact is a positive one.

So when faced with tough decisions, we always ask ourselves: what’s the right thing to do? We don’t cut corners or take shortcuts. We do things the right way, even if it’s the hard way. Because we know that’s the only way to build trust, earn respect, and make a real difference in the world.

Our Team

A cohort of highly experienced brand specialists, carefully tailored for each project.

Our consulting model delivers experience, integrity, innovation, and adaptability, ensuring demonstrable results and ROI. Rare’s team and partners are seasoned branding specialists in various fields, including research, strategy, creativity, and implementation.

We embrace a remote working model that fosters flexibility, empowers work-life balance, and unlocks a global talent pool, enabling us to collaborate with diverse professionals from around the world seamlessly.

Managing Director & Co-Founder
Creative Director & Strategist
Cultural Strategist
Creative Director
AI Researcher & Copywriter