Queensland Baptist Care gets a makeover

A catchy single-word name and smart new brand identity is in store for a Queensland care services provider, starting next Monday.

After more than sixty years, Queensland Baptist Care is changing its name in what its chief executive officer describes as a major step forward.

From May 6, 2013, the organisation will switch to the new name and visual brand identity of ‘Carinity’ (pictured above). 

In a message to stakeholders, chief executive officer, Jon Campbell, explained that the name Carinity comes from combining the words ‘care’ and ‘affinity’. 

“It represents what we strive to offer those who seek our services. That is, care and a sense of belonging,” he said.  “All our services will be branded in line with our new name and logo.”

Mr Campbell said the name change reflected both the Christian foundations and values of Queensland Baptist Care and the broad range of services and locations, which he said had expanded significantly in recent years, to meet growing community need.

In addition to caring for frail elderly people, Queensland Baptist Care has extended its services to include secure lifestyle communities for people over 65; support for people with a disability; chaplaincy support for people in hospital; and a range of services for disadvantaged families and young people across 29 locations throughout Queensland.

From Monday May 6, all email addresses will become a combination of ‘firstname.lastname@carinity.org.au‘. The new website is www.carinity.org.au   

Tags: carinity, jon-campbell, new-name, queensland-baptist-care,

2 thoughts on “Queensland Baptist Care gets a makeover

  1. Our local newspapaer has just notified the community of the name change to our Laidley Aged Care facility.If the clumsy sounding Carinity must be incorporated, I hope the name KARINYA will still be retained. It means, ‘Peaceful and Happy Home’. We have two Homes here Tabeel and Karinya. Both names flow well and are identified and supported affectionately in the community. I feel a lot of goodwill will be lost if the name Karinya is removed. I like the logo.

  2. Delighted to advise that the name ‘Karinya’ still exists. The new name for the Laidley aged care centre is Carinity Aged Care – Karinya.

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