Baptist World Aid Australia is telling a new story about poverty: one with the same commitment, while reflecting a vision of a better world for all.

The organisation’s new story is a fresh visual identity, launched today across Baptist World Aid’s website, supporter material, church resources, signage and photography.

Melissa Lipsett, CEO of Baptist World Aid, said the new identity expresses ‘a world filled with flourishing creatures who live in safe and just communities, lovingly engaged with their Creator and one another.’

‘Knowing from Isaiah 43:18 that God is in the business of new, we decided to put a new self on our 60-plus year commitment to ending poverty,” Melissa said. ‘This new selfthis new visual identitydeeply reflects what we believe: that it’s God’s story of restoration, and he invites us all to be in it.’

Rebecca Oates, Director of Marketing and Communication at Baptist World Aid, says the new visual identity, which includes bright colours and flags, celebrates God’s kingdom to come.

‘The vision of flourishing communities described in scripture, the new heaven and new earth, require new flags. And what better way to celebrate the hope we have in Jesus, and the fullness of life he intends for us all, than with colour?’ Bec said.

‘We pray you will find hope and inspiration in this new design: that it will point you to Jesus and his generous invitation to join him in what he is doing around the world.’

To learn more about the thinking and theology behind the new identity, please read this Q&A with the team.

Baptist World Aid Australia is a Christian aid and development organisation working with 38 local Christian partner organisations implementing 73 projects in 18 countries. We help Australians tackle the injustice of global poverty and act together in ending it.


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