Brief

Freshwater was appointed by Public Health Wales to develop a new brand and logo to support the successful implementation of the updated Health Promoting Schools programme. The rebrand forms a key communications workstream within the Welsh Network of Healthy Schools System (WNHSS) improvement programme. With a revised model of delivery and a new name, the Welsh Network of Health Promoting Schools (WNHPS), the new brand needed to reflect the future direction of the initiative, align with the programme’s core values and ensure consistency across all regions in Wales.

The overarching goal was clear: to create a compelling brand that embodies the principles of the programme, supports continuous improvement and resonates with the wide and varied audiences across education and public health sectors.

Delivery

The rebrand was not just about replacing an outdated logo,  it was about unifying a nationwide network under a shared identity. The previous brand had become fragmented, with local adaptations creating inconsistencies and confusion. Moreover, the legacy branding no longer aligned with the revised delivery model, which had moved away from the phased approach, once central to the programme.

Freshwater was tasked with overcoming these inconsistencies and creating a fresh, unified brand that would:

• Reflect the programme’s renewed focus on whole-school health and continuous improvement.
• Engage and resonate with diverse stakeholders including school staff, learners, families, local authorities and community partners.
• Be bilingual and adaptable across a range of digital and physical platforms.

To ensure the new brand met these objectives, our team undertook detailed audience research, reviewed international best practice and engaged stakeholders through an iterative, insight-led design process. We also worked within budget constraints to implement cost-effective but meaningful testing of creative concepts.

Results

Freshwater developed a distinctive and flexible new brand identity for the Welsh Network of Health Promoting Schools. Grounded in insight and shaped by stakeholder input, the brand successfully reflects the programme’s values, purpose and ambition,  enabling a consistent and compelling presence across all settings in Wales.

Key outputs included:

• A bilingual brand logo that communicates inclusivity, progress and partnership.
• A comprehensive set of brand guidelines covering tone of voice, colour palettes, typography and visual usage, ensuring clarity and consistency across all future communications.
• A suite of creative assets designed to bring the brand to life, including:
  • Promotional posters
  • Roller banners
  • Social media graphics
  • Email banners
  • A bilingual animation
  • PowerPoint templates
  • Presentation display boards

This cohesive brand identity supports the visibility and credibility of the Health Promoting Schools programme, reinforces its key messages and empowers stakeholders to communicate with clarity and confidence, now and into the future.