The look is new but the colours and the name remain the same.

A Christian aged care provider in Western Australia has bucked the trend by maintaining its church-based name despite undergoing a rebranding effort.

Baptistcare decided to develop a new logo and tag line – ‘Communities for life’ – to boost its image within the community.

While the not-for-profit provider was keen to upgrade its look, it decided to keep using the colours blue and green and to maintain its Christian identity.

In recent years a number of Christian care organisations have adopted more secular names as part of the rebranding process but the Baptistcare board was keen to maintain a strong link to its heritage.

Baptistcare CEO Dr Lucy Morris said the change to the brand was very timely.

“Baptistcare is managing a number of huge endeavours at the moment, such as the purchase of three residential facilities and a retirement village, so it is a great time to refresh and ‘contemporise’ the look of Baptistcare as an organisation.”

The planned acquisitions are in Margaret River, Albany and the Margaret River region. The group already has more than 20 offices and sites throughout Western Australia.

Baptistcare is also a member of Baptist Care Australia, a group of similar care provider organisations throughout the country which are linked to the Baptist church.

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