Following national consolidation, BaptistCare taps M+C Saatchi's Re for brand identity work

Re, part of M+C Saatchi Consulting, has been appointed by BaptistCare to develop and implement its new national brand.

The appointment follows the March 2025 merger of BaptistCare (NSW, ACT, WA), Baptcare (VIC, TAS, SA) and Baptist Care SA into one national provider of integrated care and services.

BaptistCare is now the third-largest provider in the sector, supporting more than 38,000 people across six states and territories, with over 12,000 staff and 1,600 volunteers. Its services include residential aged care, home care, retirement living, community serviceBaptistCare taps M+C Saatchi's Re for national brand and identity projects and housing.

Re’s work will cover research, brand strategy, positioning, employee value proposition, identity design and launch. The brief includes brand architecture, updated organisational values, a unified narrative and tone of voice, and a suite of assets for national rollout.

"We are thrilled to partner with Re on this pivotal brand identity project," Amanda Vivian, Chief Strategy and Customer Experience Officer, BaptistCare 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."

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."

Top image: Amanda Vivian and Ben Harrison

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