05 June 2023
Health and wellbeing charity WDP changes its name to Via
Today, we are proud and excited to announce we’ve rebranded and changed our name from WDP to Via.
After 30 years of providing life-changing care, we’re moving away from a name we’ve outgrown. The name Westminster Drug Project (WDP) represented our origins – a drugs project in Westminster – but it no longer speaks to who we are now, what we do or our ambitions for the future.
As well as our transformational drug and alcohol services, we support adults and young people across the UK around their mental health, sexual health, and if they want to stop smoking. We also work with people interested in employment opportunities as part of their recovery journey.
The decision to change our name has been warmly welcomed by the people that use our services, our staff and volunteers, and our commissioners.
In our wide-ranging consultation work, we had lot of positive feedback about what people liked about us and didn’t want to lose. However, it was really clear that they wanted a name change, to something that was more discreet, simple, clear and not tied to any particular geography or substance. Working closely with creative agency, Asha & Co, our new name and brand were created to deliver against that feedback and to show who we are now.
Our new name Via reflects that we’re part of a journey, that everyone’s journey is different, and that we offer consistent expertise to work with people along their individual route.
Our logo illustrates this journey too as it can flex and change, signalling the different paths that people take, and the choices that can be made.
The new logo is also black and white, so it’s clear, simple and easy to recognise in its different forms. It changes as you click through our new website and on our different service materials.
The colour in our new brand comes from photography. The headline photographs we are now using purposefully don’t include faces, as it can feel limiting or excluding. Instead, the images reflect moments, beauty in the everyday and people connected to the world that they live in – real life and lived experiences. Over time, all of our headline photographs will be replaced by photographs taken by people with lived experience.
Watch our short film to hear more about how and why we’ve changed our name: https://www.youtube.com/watch?v=z7iPe06C5Fo.
Anna Whitton, CEO 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 commented: “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.”