Chapter and Likeable Creative launch new MercyCare brand platform: “When Life Needs”
Chapter Brand Leadership, in partnership with Likeable Creative, has launched a new brand platform for MercyCare, “When Life Needs.”
With roots stretching back to 1846, MercyCare is one of Western Australia’s most enduring care organisations. It delivers care through every stage of life – from child care to disability support to aged care. But brand research revealed that many Western Australians were unaware of the full breadth of services MercyCare provides.
The new platform, When Life Needs, was developed to change that.
Built on the insight that life’s needs don’t follow a straight line, the platform positions MercyCare as one of the few organisations offering all-of-life care when Western Australians need it most.
Following extensive organisation wide consultation and brand strategy work, When Life Needs was created as a multi-year brand idea designed to bring MercyCare’s purpose to life across every touchpoint.
It showcases the practical, hands-on support MercyCare offers through life’s ups and downs, while creating a stronger emotional connection with the community it serves.
“Care is not just a feeling; it’s an action,” said Anthony Smith, CEO of MercyCare. “Our new brand reflects what MercyCare has always stood for – providing hands-on, practical, life-changing support to people when they need it most. Whether that’s offering children the best start in life, empowering people with disability, supporting families in crisis, or helping older people live with dignity, When Life Needs is our promise to the community.”
The refreshed identity brings MercyCare’s mission into sharper focus, ensuring the community recognises the breadth of services offered across early learning, community services, disability support, and aged care.
“In a category crowded with smiling mid-shots and generic care language, we wanted to break the mould,” said Hannah Muirhead, Founding Strategy Partner at Chapter. “When Life Needs is bold, distinctive, and built to cut through.”
Malcolm MacLean, Managing Creative Director at Likeable, said: “It’s been a fascinating process collaborating with Chapter and MercyCare. We’re all very passionate about building an enduring brand and this platform sets us up to create work that will stand out in the category.”
Dean Hunt, Chapter’s Founding Creative Partner, added: “What is life but a series of events between birth and passing — usually involving ups and downs. From the day we’re born there are times in life when we all need care. MercyCare is there for those times.”
Nawal Leon Kurson, Marketing & Communications Lead at MercyCare, said: “Working with Chapter and Likeable to bring our brand to life has been a great experience. They truly captured our vision and reflected exactly how we wanted MercyCare to be seen.”
The platform was launched at MercyCare’s staff and volunteer conference at Optus Stadium and is rolling out across mass-reach and localised channels, supported by a suite of creative executions tailored for recruitment, service campaigns, and community partnerships.
When Life Needs will act as MercyCare’s creative north star in the years ahead – ensuring the brand shows up with clarity, emotion, and impact, no matter where or how people encounter it.
MercyCare’s history dates back to its founding by the Sisters of Mercy in 1846. Today, that same spirit of compassion and determination continues to drive the organisation forward, helping thousands of Western Australians each year.
For more information about MercyCare’s new brand and services, click here.
Credits
MercyCare
CEO: Anthony Smith
Head of Brand Communication & Marketing: Carolyn Hall
Marketing & Communications Lead: Nawal Leon Kurson
Chapter Brand Leadership
Founding Strategy Partner: Hannah Muirhead
Founding Creative Partner: Dean Hunt
Likeable Creative
Managing Creative Director: Malcolm MacLean
Creative Director/Art Director: Ross Dungey
Account Director: Rod Killick
Account Manager: Daniella de Rozario
Production
Photographer: Frances Andrijich
Audio Producer: Julian Douglas-Smith
