Priory launches new branding as part of restructure

Priory has launched a new brand identity as part of a wider repositioning of the organisation and its services.

The UK’s largest independent provider of mental health, addiction and adult social care services said the rebrand is intended to better reflect the breadth of its services and its ‘Whole You’ approach to care.

The updated identity includes a redesigned logo, revised brand architecture and refreshed colour palette across its health and social care operations.

Priory operates more than 270 sites across the UK and provides services for around 24,000 people each year through NHS, local authority and private healthcare contracts.

The Median-owned group said the changes were designed to simplify how its services are presented while moving away from historic associations with celebrity treatment and wealth.

As part of the restructure, Priory will operate under two principal brands: Priory and Priory Private Healthcare.

The group has retained elements of its existing branding, including its cyan and navy-blue colour palette and the circular ‘o’ motif intended to represent holistic care. The new branding also introduces a sans serif typeface and revised digital design features.

Priory chief executive Rebekah Cresswell said: ‘Our new look and feel is a great reflection of the Priory we are today, and the compassionate, expert care and support our colleagues provide every day.

‘We’re proud of our heritage and the wide network of services we have built across the country, and we hope this change helps more people connect with us and find the support they need.’

The refreshed identity has been developed around Priory’s ‘Live your Life’ purpose statement and its ‘Whole You’ care model used within its private mental health and addiction services.

Under the model, treatment plans consider wider aspects of wellbeing including physical health, emotional wellbeing, relationships and social circumstances alongside clinical treatment.

‘The starting point for our brand evolution was our purpose “Live your Life” – which is all about supporting people with their quality of life and independence,’ added Cresswell.

‘Our vision is to ensure we deliver great outcomes for every person in our care, and that we do this with compassion and innovation.’

The new branding was developed with input from employees and lived experience partners across the organisation.

The rollout will take place gradually, with existing branded materials replaced over time as part of the group’s sustainability strategy.