Refreshed identity for CatholicCare Tasmania

By Michelle Mizzen, CatholicCare Tasmania

CatholicCare Tasmania has officially launched its refreshed brand identity.

CEO Julia Mangan, speaking at the official launch in Hobart in front of staff, community partners and other stakeholders, said the refresh was a “renewed commitment” rather than a new direction.

Ms Mangan said everything that made the organisation what it was, what it does and how it does its work is not changing, but the updated branding reflects an internal reflection and rediscovery.

“The rebrand followed a two-year journey of ‘returning to our roots’,” she said.

“We have refocused and re-centred ourselves on our mission and identity. At the centre of everything we do is the dignity of the human person.”

At the event, Vicar General Fr Shammi Perera said CatholicCare Tasmania had been doing what the Gospel commanded the Church to do quietly and faithfully for 60 years.

“This rebranding is more than just a logo,” he said.

“It is a reclaiming. A sharpening. A renewal. It is the same mission but spoken with greater clarity.

“CatholicCare is the very eyes, feet, heart and hands of Jesus Christ.

“Often without fanfare, it has stood with those who are vulnerable, broken, anxious, grieving, displaced, overwhelmed, forgotten.”

Central to the new identity is the image of a path, symbolising the organisation’s approach to walking alongside Tasmanians through difficult and hopeful moments alike.

The design draws inspiration from the parable of the Good Samaritan, reflecting values of compassion, hope, courage and connection.

“Our role is not to determine people’s destination, our role is to walk beside them, support, encourage and empower them,” Ms Mangan said.

CatholicCare Tasmania has grown significantly over time and now delivers a broad range of services and programs across the state. It supported almost 9,000 Tasmanians last year across services including early learning, multicultural community support and youth services.

Ms Mangan paid tribute to the team members responsible for the brand identity.