Depth and diversity – BaptistCare launches new national vision, purpose and values in rebrand

BaptistCare this week has publicly launched its new branding, complete with new vision, purpose and values statements. Group messaging has shared that the updates are set to define who the national aged care and community services organisation is, why it exists and how it is looking to “show up” for the diverse range of people and communities it serves. Far from token adjustments to text and colour, the update has showcased the deep work leadership, front-line staff and seniors entered into in assessing, discussing and deciding on the new key elements, to guide the group in its care approach now and into the future.

Community

The organisation has shared that at the heart of the new framework is a vision of communities active within its walls, and those that partner with it, where everyone “can live to their full potential”. They have also re-affirmed that the purpose to continue working is underpinned by a faith-mission, “inspired by Jesus to champion care for all”. Championing care for all, they highlight, is mirrored through a commitment to openness and a welcome to those of all backgrounds and beliefs, as integral parts of those communities.

Visual identity

The organisation has shared that head and heart played a role in the renewal process, the branding was to come out of those at BaptistCare, not placed upon it by distanced thought and design. Important to those leadership spoke to was to represent the communities at the heart of the organisation, front-line staff and the seniors they care for daily. These staff took centre stage in interviews, to hear from them directly, to understand what the key ingredients should be in how the world saw BaptistCare.

The group shares that these stories were brought to life through a blooming flower with interlinking petals. This was to honour the connections and communities of care that were the real and living centre of BaptistCare’s work.

Hearing from staff from all corners of the globe, having found friendship in livelihood, and friendship with those they care for, the design team knew they had to choose a colour palette that was warm, rich and distinctive. The new branding, awash with bright and deep colour was in response to seeking to reflect the diversity of BaptistCare’s communities. The new design was to present to the world, and outside sectors, a recognisable identity of clarity, solid in care and optimism.

Tactile

In a world where trends are powerfully pushing into the digital, BaptistCare and its design partners have bravely gone in the other direction. A central design element at the centre of the new visual branding is a bespoke tapestry. Partnering with Australian artist Carla McRae, the tactile tapestry was inspired by those who are also made of matter, that is, the people, their experiences, hopes and passions that make up BaptistCare.

Early 2026 saw the leadership team organise for employees across the organisation to share their experiences, for their “BaptistCare moments” to be heard. The management team share, it was important to hear the stories and images from the staff that are on the floor providing care. These real stories shaped how the design team understood what the ‘community of care’ meant in reality, in the day-to-day of everyday life for BaptistCare’s front-line staff, and the seniors they professionally and personally care for.

McRae was then able to reimagine what she had heard into a single, cohesive artwork. She describes how each individual element in the piece depicts a person, a moment or a place. But it is in seeing the work fully the team highlights, with each element speaking with another, that the designs together facilitate seeing what it was all about. The tapestry highlights what she had heard from real people, how connection, belonging and shared purpose was their story of BaptistCare.

Leadership focus

Charles Moore, BaptistCare’s CEO says the launch represents a milestone for the whole organisation. Shaping the messaging and conversation to highlight the work of all staff, he has sought to tie the new design and future into a community at work sharing this moment.

“This is an exciting and important milestone moment, and it belongs to all of our employees, customers and those who partner with us.”

“Thousands of people across our organisation have worked incredibly hard to help us answer some profound questions: ‘who are we, why do we exist, how do we behave, and how do we show up in the world?’”, Moore says.

Coming at a key point in time, the launch is looking to solidify BaptistCare’s strategic future in a sector not unused to turbulence. One year after consolidating regional organisations into a national body, BaptistCare is looking to land that unity through “deep listening and co-design with thousands of employees, volunteers, residents, clients and community members.”

“We’ve been collaborative and listened to ensure the heart of the organisation was captured, including listening sessions, surveys and being at our services across the country to talk to our employees, volunteers and customers”, Moore shares.

Future focus

Akin to other providers seeking to strengthen its base for the demands of Australia’s future care environment, BaptistCare has shared that its current rebrand and deeper organisational identity work is positioning it to grow and meet that future.

From its new vision, “communities where everyone can live to their full potential” and purpose, inspired by Jesus to champion care for all”, the organisation has brought clarity to its foundations, underpinning core beliefs they share, that every person deserves dignity, respect and the support to live a meaningful life.

Moore notes, “our new BaptistCare Vision and Purpose, along with our updated Values of inclusivity, accountability, compassion and teamwork reflect who the organisation’s people already are and how they show up every day.”

With the new vision, purpose, values and brand being logistically rolled out in phases over the next few years, leadership across the sector are set to take note of the response from the rebrand, with likely multiple lessons to be had over branding depth, reputational leverage and organisational impact.

“This is an exciting moment for us as a national organisation, where we can come together united under one purpose and vision and represent ourselves through our new brand,” Moore shares.

“What will not change is our commitment to our clients, residents, tenants and participants and how we walk alongside them every day.”