Re, part of M+C Saatchi Consulting, has been selected by BaptistCare to develop and roll out its new national brand. 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.
BaptistCare is a leading not-for-profit, now the third-largest integrated care and service provider in the country. It supports more than 38,000 customers across six states and territories, with a team of over 12,000 staff and 1,600 volunteers. Services span Residential Aged Care, Home Care, Retirement Living, Community Services, and Housing.
This brand project will help unify BaptistCare’s purpose, values and strengths through a compelling new narrative. It is not only a visual identity shift but also a catalyst for cultural alignment and transformation. The new brand must speak clearly to a range of audiences and service areas, reflecting BaptistCare’s mission while helping drive merger benefits such as talent attraction, customer experience uplift, workforce alignment, and enhanced national advocacy.
Following a competitive pitch, 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.
Amanda Vivian, Chief Strategy and Customer Experience Officer, BaptistCare said: “We are thrilled to partner with Re on this pivotal brand identity project. 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.”
Ben Harrison, Managing Director Re and M+C Saatchi Consulting said: “Being appointed to lead this work is a huge honour. 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.”
About BaptistCare:
BaptistCare is a not-for-profit Christian organisation, formed through a national merger in 2025.With more than 12,000 staff and 1,600 volunteers, it provides integrated services to over 38,000 customers across Australia, spanning Residential Aged Care, Home Care, Retirement Living, Community Services, and Housing. BaptistCare’s mission is to deliver care as it should be — people first, always.
About M+C Saatchi Consulting
M+C Saatchi Consulting is a global consultancy that helps brands unlock real growth by transforming experiences, strategies, and connections. Blending expertise across experience, technology, and consulting, they partner with ambitious brands to simplify complexity, harness data, and create lasting impact. By combining deep audience intelligence with bold strategic thinking and breakthrough customer experiences, they turn insight into action and brands into cultural forces. In Australia, M+C Saatchi Consulting operates through leading design business Re and insights agency The Source.
