In an increasingly complex and competitive market, one non-profit organisation is leading the way in brand transformation. Baptcare, a faith-based provider of care and support services, has partnered with branding agency Truly Deeply to revitalise its brand and position itself for long-term success.
“Our research showed that while Baptcare had strong recognition, its brand was not clearly understood or aligned with the organisation’s strategic vision,” explains Michael Hughes, Managing Partner at Truly Deeply. “The brand was also perceived as dated, which posed a challenge in attracting new audiences.”
Baptcare’s diverse service offerings – spanning aged and residential care, disability support, and community programs – made it difficult to compete with niche providers on specific services. However, this also presented an opportunity to showcase a more connected, sector-leading approach.
Truly Deeply’s solution was to craft a powerful, purpose-led brand proposition that would unite and engage all of Baptcare’s audiences. At the heart of the new brand is the promise of “making a meaningful difference” – a concept that leverages the organisation’s heritage while reigniting its vision in a contemporary way.
“Making a meaningful difference is about genuinely listening, respecting and empowering others, and working together to create positive outcomes,” says Hughes. “This thinking has always been at the heart of Baptcare, and now it’s the driving force behind the brand.”
To bring this proposition to life, Truly Deeply developed a sophisticated visual identity system. The Baptcare brandmark was retained but refreshed with a more expansive and modern colour palette, including an evolved and richer green as the main brand colour. The imagery was also transformed to showcase real people and genuine brand experiences.
Comprehensive messaging and tone of voice guidelines were created to ensure consistent and on-brand communication across Baptcare’s diverse services and audiences. An Employee Value Proposition (EVP) was also developed to help the organisation build its culture and employer brand.
“In a highly regulated sector, finding true differentiation isn’t easy,” Hughes notes. “But by focusing on Baptcare’s core purpose and values, we were able to create a brand that is both distinctive and deeply resonant with its diverse audiences.”
Established in 1945, Baptcare has a rich heritage of enabling people to live fuller lives. Yet, as the sector became more consumer-driven, the organisation recognised the need to strengthen its brand to remain relevant and differentiated.
Since the rebrand, Baptcare has reported increased brand recognition, improved staff engagement, and stronger connections with its diverse customer base. Most importantly, the brand is now better positioned to fulfil its mission of making a meaningful difference in the lives of those it serves.
