introducing the new st vincent’s brand

svha.org.au

Founded by the Sisters of Charity 176 years ago, St Vincent’s Health Australia is the nation’s largest Catholic not-for-profit health and aged care provider and the largest non-government provider of public hospital services. Over 18,500 employees provide more than 1,000,000 episodes of compassionate, high quality care every year.

As a Catholic health care service we bring God’s love to those in need through the healing ministry of Jesus. We are especially committed to people who are poor or vulnerable.

Together, we are serving, seeing and striving for something greater. introducing the new st vincent’s brand

Our commitment to deliver on the enVision2025 Strategy and our renewed focus on ‘care’ at St Vincent’s, has provided us an opportunity to develop an overarching brand for the whole organisation. I’m very pleased to introduce this new brand to you which articulates our unique heritage and our distinct

‘care’ culture – internally and externally.

‘Caritas Christi Urget Nos’ means ‘The Love of Christ inspires us’. This is the motto of the Sisters of Charity who founded our health ministry in 1875. This has formed the foundation and the heart of our new brand ‘Inspired by You’ – representing the care we provide which is inspired by the Mission, Vision Values and Creed of St Vincent’s.

I’m inspired everyday by those I meet throughout the organisation and by the stories of staff going the extra mile for each other and our patients. I’m inspired by the team at St Vincent’s Public Melbourne who recently prepared a surprise romantic dinner for one of our patients and his wife. Cameron is fighting an aggressive brain cancer and wanted to do something particularly special for his wife Nikki who has supported him unconditionally these last couple of years. He and his friends enlisted the help of the nurses on the 6th floor, who arranged decorations and even asked Nikki’s mum to smuggle some dressy clothes in for her. One of our chefs prepared Antipasto, Coq au Vin and lemon meringue pie for them both and created a special memory that brought joy in the midst of sadness. This is just one of many stories of care we provide.

The ‘Inspired by You’ brand reinforces our enVision2025 Strategy – Serving, Seeing and Striving for Something Greater by ensuring we are effectively communicating to our people, partners and patients/residents with one voice.

Reinforcing our commitment to this brand, we are launching our new organisation-wide SVHA Style Guidelines to consistently represent our visual identity across all our communications. We are supporting this through resources for staff and partners including a comprehensive set of visual identity tools (e.g. logos, typefaces, templates) and ongoing support by the Group Office.

Brand promise‘Inspired by You’ is how we express our brand foundation as our brand promise.

External communication‘Inspired by You’ is the external expression of SVHA’s brand promise. This is used in external marketing and communications as SVHA’s expression of the brand foundation – ‘inspiration’.

Internal communicationSVHA people (organisational development) initiatives will enable this brand promise to become a reality. All internal communications for these approved Group-wide initiatives will use the framework of ‘Inspired to...’ to communicate these:

Person Centred Care initiative: ‘Inspired to Care’ Our focus on delivering exceptional, compassionate care.

Mission initiative: ‘Inspired to Serve’Our commitment to playing our part in the overall mission of St Vincent’s Health Australia.

Leadership initiative: ‘Inspired to Lead’An ongoing call to lead others and ourselves in service to our mission, values, vision and strategy.

Ethos Program: ‘Inspired to Shine’An unswerving intent to play our part in creating a safe, respectful, values based work environment for all.

Brand rationale Our brand is a commitment, a promise we make to ourselves, and each other. A promise about the standards we uphold in how we do business and how we relate to each other.

It presents the ‘Why’ behind the ‘What’ – the purpose behind everything we do.

This purpose comes from our Values, our Mission to care for the poor and vulnerable and our Creed that upholds the dignity of each and every person. And all these elements find their foundation in the scripture ‘the love of Christ inspires us’.

This Inspiration is focused through our organisation-wide strategy enVision2025 to achieve our strategic goals and desired future. It is important to note that ‘Inspired by You’ is not a replacement to the ‘Serving, Seeing, Striving’ narrative. That messaging remains as the strategic direction and goals set out in our strategy enVision2025. All communications related to enVision2025 should continue to use the ‘Serving, Seeing, Striving’ set of messages.

Message from Toby Hall, Group Chief Executive Officer

Our brand is a commitment, a promise we make to ourselves, and each other.

What inspires you?

Brand foundation ‘Inspiration’ (Latin root: inspiritus – breathing life into…)

Mission base: ‘The love of Christ inspires us’

Inspiration sits at the very heart of our brand. Inspiration comes from the people around us, each incredibly valuable and worthy of our utmost care and respect.

At the heart of SVHA’s brand is the unique care distinctive inspired by the mission and heritage of SVHA. It is this same inspiration that drives us all today in everything we do – from serving meals and cleaning rooms to pioneering cutting edge research and leading the highest standards in surgical procedures. This underpinning inspiration sits at the foundation of the brand. It is then expressed as a brand promise with both externally and internally.