Baptist Care Australia

Enabling care through
national advocacy

Baptist Care Australia

Baptist Care Australia is the peak body for Baptist service agencies, conducting research, providing resources and advocacy for our society’s most vulnerable people. They act as a united voice, gaining influence so their members can continue to serve the community.

When they approached us, Baptist Care Australia required a new visual identity and help repositioning their brand. They were going through a restructure and needed to define who they were and to develop a consistent voice. This was a great chance to change perceptions and allow them to reposition themselves to differentiate from their members.

We conducted a brand audit by analysing their collateral and illustrating their current communication style. Once we did this we could help them find a new direction, giving the necessary tools to redefine themselves and to tell their story. Simple, overarching statements such as ‘We speak & we serve’ explains who they are and allows them to engage with their stakeholders with emotion and impact. By changing these perceptions internally, they have the confidence to communicate externally.

Baptist Care Logo + Tagline

Simple and impactful

It was important that Baptist Care Australia remained true to their purpose. As a Christian organisation, it was crucial that the imagery and tone were built upon faith. The brand mark was a simple, strong mark which holds a subtle but distinctive cross within its letters. This captured the tone and set their statement of intent, that their purpose is led by their faith and commitment to serve others.

Brand Idea. Every voice is heard.
Style Guide

Visual language impact

To support their transition, we provided them with a new visual language that conveyed their position as an advocacy group. As most of Baptist Care Australia’s members had green or blue logos, we chose a turquoise colour that complemented the members, but stood on its own.

Business Card
Messaging

Purposeful communication

To ensure we could empower them to take ownership of their brand, we collaborated closely with the client to determine their role, goals and values.

Website

By simplifying their language, identity and communication style, we allowed Baptist Care Australia to reach their audience as an approachable and accessible brand.



I’ve been very impressed with everyone’s commitment and dedication to achieving the best possible result for us, and the quality of the end result is certainly testament to the value of that approach.


Marcia Balzer, Executive Director