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First for Wellbeing CIC

Creation of ground-breaking wellbeing organisation and new brand. 

"Alison, I wanted to thank you personally for the work that you have undertaken firstly as the Project Director and more latterly advising us on Marketing and Branding. Your contribution has been invaluable and you've been instrumental in getting us to where we are"

Professor Akeem Ali, Director of Public Health & Wellbeing Northamptonshire County Council 2016.


In 2014, Public Health indices in Northamptonshire showed an above-the-England average for adults smoking, drinking, being overweight and suffering from low level mental health. With an ageing demographic and decreasing budgets, public sector partners in the County knew a new approach was required to tackle local health challenges.


Alison worked with the founding public sector partners to establish a new commercially focused health organisation, between 2013 and 2016. A new ground-breaking Community Interest Company (CIC) was established in 2015 to deliver integrated lifestyle services aimed at improving health indices and the overall wellbeing of Northamptonshire adults.


Following a period of management consultancy working on the establishment of the organisation, Alison went on to lead the brand creation project. Cross-partner and user brand workshops, online consultations and customer research were used to support the development of a unified brand name and identity – First for Wellbeing - which educated whilst promoting wellbeing and uniting new and existing services across the County.


An approachable and ‘does-what-it-says-on-the-tin’ brand identity which engages some of the most health-deprived residents on and offline resulted and is supported by a suite of character graphics which help communicate the scope of the offer of the organisation.

First for Wellbeing CIC was launched for business on 1st April 2016, the first of its kind in the UK.


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