Contact Us


Announcing Looking Glass Foundation’s New Brand & Website

This is a static text. Maybe you want to add a tagline or a short message here?

Author name

June 26, 2022

2022 marks the 20th Anniversary of Looking Glass Foundation! 
Twenty years ago, three families struggled to find support for their children who were suffering from eating disorders. While on this difficult journey, they developed a vision – to foster a deeper understanding of this mental illness, create a supportive community for those who struggle with eating disorders, improve access to care, and respond to the desperate need for programs and services. With the support of their community, Looking Glass Foundation set out on a mission to create accessible and impactful programs and services that decrease isolation, instill hope, and sustain recovery for individuals across British Columbia who are impacted by eating disorders. And for the past 20 years we have been doing just that. 

The New Brand Story  
Every day, we hear and share inspiring stories of transformation from those who have recovered and are thriving. Much like the roots of the Foundation, these stories are based on resilience, courage and community. In honour of our 20th year, inspired by the strength of our community, we are unveiling a new Looking Glass Foundation brand.  

The new brand identity is based on the concept of personal growth and transformation, reverse-engineering the concept of a fragile looking glass mirror into its essence: a stone, transformed by experience and time into a smoothed, organic, inherently strong element. From glass to molten rock to its original organic state, the weathered stone is a symbol of strength, natural resilience, and transformation.

Aligning with the transformed vision of a looking glass mirror into stone, elements and visuals throughout our brand and website further draw inspiration from nature, with a goal of creating a welcoming sense of calm. The Looking Glass tree represents our history and the breadth of our programs, each branch extending support to our community. Our new website is simpler, more natural and user friendly so that people can easily find the information and support they need when they need it.  

As we look ahead to the next 20 years, our brand reflects the core mission and values at the heart of this organization, yet in a more refined, elevated way, reminiscent of the growth we have undergone in recent years and our capacity to adapt and respond to the needs of our community. 

A warm thank you to Rare Design who have gone above and beyond to develop a new brand for Looking Glass that encompasses our history while incorporating an inspired new vision.  

chevron-downchevron-down-circle linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram