Health and wellbeing charity Westminster Drug Project has changed its name after 30 years.
The charity said the original name “no longer spoke” to its identity and services, which have grown to include mental and sexual health programmes alongside drugs and alcohol services.
The decision to adopt Via as its new name came from an internal consultation with service users, staff and volunteers who wanted “something that was more discreet, simple, clear and not tied to any particular geography or substance”, the charity said.
The cost of the rebrand to the charity was £65,000, which is approximately 0.26 per cent of its annual income of £25m and was funded from the organisation’s development fund.
The new logo was the result of pro bono work, as well as a variety of other services in support of the rebrand, a spokesperson said.
The charity worked with the creative agency Asha & Co on the rebrand, which took approximately 18 months from initial research to final roll-out.
Anna Whitton, chief executive of Via, said: “This year we turn 30 and it is the right time for a new name that reflects our journey and responds to important feedback from the people we work with.
“Thank you to everyone who has helped us to make this decision and to deliver and launch an exciting new brand.”
Yasmin Batliwala, chair of Via, said: “WDP has grown and developed over the last 30 years as has its reputation for quality and client-focussed care.
“The change of name to ‘Via’ will enable us to embrace our determination to be the best provider of drug and alcohol services in the UK.”