BaptistCare launches new branding a year after merger
BaptistCare has announced a new visual identity and Christian faith-based vision statements, which has already been rolled out on the Not For Profit’s digital platforms.
BaptistCare NSW & ACT merged with BaptistCare WA in March 2023. Two years later, BaptistCare merged with Baptcare and Baptist Care SA to create Australia’s third-largest integrated care and services provider.
Today, BaptistCare delivers retirement living, residential aged care, and home care across New South Wales, the ACT, Western Australia, Victoria, Tasmania and South Australia. The group has 12,000 employees, 2,000 volunteers and over 70,000 customers.
A year after the combined group was created, the group has now unveiled a new ‘Vision, Purpose, Values and Brand’ identity.
The new logo – see above – represents a blooming flower with interlinking petals, representing the connections and communities of care at the heart of BaptistCare.
The Not For Profit says the warm, rich colour palette is designed to reflect BaptistCare’s diverse communities and present a clear, recognisable identity.
Community input
To ensure the essence of the company was captured, BaptistCare asked employees to share stories of their ‘BaptistCare Moments’. They conducted listening sessions and surveys, and spoke to employees, volunteers and customers across the organisation.
“Thousands of people across our organisation have worked incredibly hard to help us answer some profound questions: who are we, why do we exist, how do we behave, and how do we show up in the world?” said BaptistCare CEO Charles Moore.
Tapestry feature
A central feature of the new brand is a bespoke tapestry created with Australian artist Carla McRae.
BaptistCare worked with brand and organisational design firm Re, part of M+C Saatchi Consulting, to develop the new identity.
“At the heart of this brand identity is the concept of embroidery and embellishment. We wanted to find a literal way to show how BaptistCare enriches lives, so we looked to the warmth, texture, and craft of needlework,” Re Group Creative Director Nick Hill said.
Faith-based mission
As well as the new visual identity, BaptistCare has a new vision statement: ‘Communities where everyone can live to their full potential’ and purpose: ‘Inspired by Jesus to champion care for all’.
“Our new BaptistCare Vision and Purpose, along with our updated Values of inclusivity, accountability, compassion and teamwork reflect who the organisation’s people already are and how they show up every day,” Charles said.
The new identity will be rolled out across BaptistCare over the coming years, according to the company.
“This is an exciting moment for us as a national organisation, where we can come together united under one purpose and vision and represent ourselves through our new brand,” Charles said.
