The Not For Profit has appointed Re, part of M&C Saatchi Consulting, to lead the development and national rollout of its new brand identity, following the merger of BaptistCare NSW, ACT, WA, Baptcare VIC, TAS, SA, and Baptist Care SA, which was completed in March 2025.
Now Australia’s third-largest integrated care and service provider, BaptistCare supports more than 38,000 customers across six states and territories, employing over 12,000 staff and 1,600 volunteers across residential aged care, home care, retirement living, community services, and housing.
Re was awarded the contract following a competitive pitch, and has been commissioned to conduct research, brand strategy, positioning, employer value proposition, identity design, and launch. They will be developing a brand architecture, refreshed organisational values, a compelling narrative and tone of voice, and a full suite of brand assets to support a national rollout.
“This is a once-in-a-generation opportunity,” said Amanda Vivian (pictured right), BaptistCare’s Chief Strategy and Customer Experience Officer, and former CEO of BaptistCare WA. “We’re creating a brand that reflects who we are today – a national organisation committed to transforming lives and building strong, caring communities.”
Ben Harrison (pictured left), Managing Director of Re and M&C Saatchi Consulting, said, “BaptistCare’s ambition to unite culturally and stand apart in the sector is inspiring,” he said. “We’re excited to help build a brand that will engage the entire organisation and elevate the impact it delivers across Australia.”
