Amanda Vivian.
Re, part of M+C Saatchi Consulting, has been selected by BaptistCare to develop and roll out its new national brand following a competitive pitch.
This follows the March 2025 unification of BaptistCare (NSW, ACT, WA), Baptcare (VIC, TAS, SA), and Baptist Care SA into a single national provider of integrated care and services.
“We are thrilled to partner with Re on this pivotal brand identity project,” BaptistCare chief strategy and customer experience officer Amanda Vivian said.
“This is a once-in-a-generation opportunity to create a unified brand that reflects who BaptistCare is today - a national organisation committed to transforming lives and building strong, caring communities.
“Re showed a deep understanding of our mission and the complexities involved, and we’re looking forward to a collaborative process that honours our legacy and positions us for the future.”
BaptistCare is a not-for-profit care and service provider. It supports more than 38,000 customers across six states and territories, with a team of more than 12,000 staff and 1,600 volunteers.
Services span Residential aged care, home care, retirement living, community services, and housing.
Re’s remit spans research, brand strategy, positioning, EVP, identity design, and launch. This includes developing a clear brand architecture, refreshed organisational values, a compelling narrative and tone of voice and a full suite of brand assets to support a smooth national rollout.
“Being appointed to lead this work is a huge honour,” said M+C Saatchi Consulting managing director Ben Harrison.
“BaptistCare’s ambition to unite culturally and stand apart in the sector is inspiring.
“We’re excited to bring strategic insight and design thinking to build a brand that will engage the entire organisation, and help BaptistCare do more good for the people it serves.”
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