Health charity Westminster Drug Project has rebranded and changed its name to Via as its previous name “no longer speaks to who we are now, what we do or our ambitions for the future”.

The charity found following a consultation that “it was really clear” that a change of name was needed as the charity had expanded its services beyond its origins 30 years ago as a drug project in Westminster.

It now offers wider support around mental and sexual health, smoking cessation and helping people find work. According to the charity register it’s income for the year ending March 2022 was £22.6m and it employs 370 staff.

The consultation among service users, staff, volunteers and commissioners found that they wanted a change of name “to something that was more discreet, simple, clear and not tied to anu particular geography or substance”.

The new name and branding have been created with creative agency Asha & Co “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,” said the charity.

“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 charity’s black and white logo is designed to be “clear, simple and easy to recognise”.

Also, photos used “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,” it added.

“Over time, all our headline photographs will be replaced by photographs taken by people with lived experience.



Via chief executive Anna Whitton added: “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.”

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