BaptistCare is a leading not-for-profit care organisation that has been serving older Australians and people living with disadvantage for over 75 years. Operating across NSW and ACT, they have over 160 programs and facilities.
One of their main business units, BaptistCare at home, offers Home Care services to people who love their independence, their home and their community but need some support to stay there.
Holy Cow! was commissioned to create the visual identity and brand messaging to launch their new Home Care services framework – Well-Living.
The Well-Living logo has been designed to represent an encounter with BaptistCare at home. The 'house' shape indicates their core offering of Home Care services and the ‘smile’ device symbolises the response they aim to evoke in everyone they encounter.
We brought the Well-Living visual identity to life with a family of illustrated characters living out their best possible life at home and in the community. These illustrations are also infographics that depict the services and activities available, while also reflecting the warm, inclusive care provided.
We created a range of Well-Living tools to enhance the BaptistCare at home experience for both staff and clients including printed and digital collateral, videos and promotional material.
The new Well-Living offer was then launched into the market with a successful multi-channel advertising campaign.BaptistCare