THE WELL
BRAND NAMING
Primary Care Partnerships bring local health and community support services together to improve wellbeing across a region. The Well is a shared regional tool that lets partner agencies pool data, information and evidence to guide population health planning and action.
The brief was blunt: the existing name, IPHPE (Integrated Population Health Planning and Evaluation Resource), was jargon dressed up as a name. The client needed something a person could actually say — and feel welcome by.
The Well works on two levels at once. It's a direct nod to health and wellbeing — "well" as in wellness. But it also reaches further back, to the town well as a source of life and a natural gathering point, where a community comes together to share what it has. That double meaning gave the brand something IPHPE never had: warmth, and a reason for partner organisations to want their name attached to it.
TAGLINE
Shared knowledge for community wellbeing
IMPACT
— Replaced an acronym with a plain-language, jargon-free name
— Name carries two layered meanings (wellness and community gathering)
— Distinct from the corporate, medical and government brands it sits among
— Developed in partnership with PR agency through a joint strategic workshop