UnitingCare NSW.ACT has appointed RE, M&C Saatchi Group’s brand consultancy, as its tier one agency following a pitch.

UnitingCare nationally is one of Australia’s largest providers of residential aged care, independent living villages and community services such as foster care, preschools, family counselling and emergency relief.

RE’s considerable remit includes a complete revitalisation of the UnitingCare brand, including full brand identification and activation. Initially, this will be in NSW and ACT with the view to take the work across UnitingCare services nationally.

UnitingCare NSW.ACT director of marketing and communication Sandra Black said RE’s credentials made them the standout choice to take the UnitingCare brand into a bold new future.

“Since its inception RE has had brilliant success rebranding large and complex entities such as nation states, capital cities, ‘big four’ banks, telcos, not-for-profits and other community-based organisations. Their experience, creativity and capability are second to none, but what really stands out for us are their strategic smarts and brand vision for our organisation.

“They are a business with great insight and empathy who totally get what we are about and where we want to go to. The RE team, led by Patrick Guerrera, is one of the most talented brand and creative agencies I have ever worked with, and I look forward to what the future will bring for UnitingCare.”

RE managing director Patrick Guerrera said: “It is a privilege to be working with a client like UnitingCare. Not only is the work they do humbling, they are a vast organisation comprised of many different and interesting parts.

“Moreover they are brilliant to work with. They have a clear direction and set of objectives. We are thrilled to have this opportunity to partner with them to bring their vision to life.”