Baptist Community Services (BCS) was nearing its 70th year and had undergone many changes since its inception. They approached Be you not them, because it was time to realign the brand for the next 70 years and beyond.
First, we immersed ourselves in the brand by visiting BCS locations across New South Wales and the Australian Capital Territory – looking for unifying insights that connected the entire organisation of 5000+ staff across 78 locations.
Next, we ran goalpost alignment workshops with dozens of stakeholders – from the CEO to the on-the-ground staff. Then we audited BaptistCare’s existing purpose, vision, positioning and values to build clarity on where we wanted to align the brand.
We could see this brand was packed to the gills with good, but it wasn’t being articulated to the wider world – or even internally, in a consistent way.
Our insight was the connecting belief that we are all individual, all connected, and all respected. This formed the basis for the new master-brand icon, which was consistently reinforced through our range of designed communications.
We then developed an internal launch before focusing on external communications across hundreds of touchpoints. As such, we continue to build momentum for the brand as BaptistCare continue to deliver care you can trust.