Vita Health Group

Making People Better

Vita Health Group are a leading national healthcare provider, dedicated to making people better, providing integrated physical and mental health services to employers, insurers, the NHS, and private patients. Vita are a proud and trusted partner of the NHS, working in partnership to provide free Talking Therapies, Physiotherapy and Dermatology services across the country. With over 30 years’ experience in delivering private and corporate healthcare service, Vita are a market leader in physical and mental health solutions.

Creating consistency

Building on Vita’s established brand identity to strengthen the master brand while creating cohesive sub-identities for its three-core service areas; NHS, corporate, and private. The key challenge was balancing distinct visual styles for each sub-brand while ensuring brand unity and consistency through the use of typography, colours, and imagery.

Architecture of artwork

We collaborated with Vita to turn the sub-identities into practical print and digital templates tailored to each service area and audience. These assets were designed to support their internal delivery teams in promoting and marketing the services. From posters, flyers, and booklets to social posts and digital ads, we established a clear structure that ensures consistent use of key elements, including logos, CTAs, and contact details, while allowing flexibility to adapt future content for different target audiences.

Understanding the audience

With services spanning from free NHS Talking Therapies for anyone aged 16 and over to corporate training solutions for employers and employees, understanding Vita’s diverse audience was key to delivering effective BAU, campaign, and digital support. A major part of the new website strategy involved conducting audience surveys to gain deeper insight into user demographics, experiences with Vita, site interactions, content preferences, and messaging styles. These insights directly informed the site structure, UX and UI design, and overall website development.

“Over the past three years we have built a solid relationship, working closely with Vita’s internal marketing to create a strong client to supplier partnership. From weekly check-ins to quarterly face to face planning sessions we work with Vita every step of the way to ensure we can provide goal driven support across their full-service offering. ”

Kasey Harms

Head of Design Services at Cargo

Website design & build

A project of this size required significant planning from the beginning. From scoping meetings and strategy sessions to content population, launch and CMS training, we collaborated closely with the client at every stage. The project began with a comprehensive UX and digital performance review of the previous Vita Health Group website, alongside an analysis of key competitors. Identifying strengths and areas for improvement provided the foundation for the UX and UI design with a focus on desktop and mobile navigation wireframes, and a variety of content blocks to ensure the site is both easy to navigate and the page structure is flexible.

A hub of support

A key deliverable for the web project was the creation of a self-help support hub providing users instant access to articles, podcasts, videos, and downloads. Ensuring accessibility to the hub throughout the user journey was essential, with content clearly categorised and easy to filter so users could quickly find the most relevant support. To make the hub feel engaging and approachable, we developed a series of hand-sketched illustrations reflecting key support topics and incorporated the brand’s secondary colour palette to complement the broader website design.

Creative campaigns

In addition to ongoing BAU design support, we have delivered a range of audience-specific, seasonal, and topic-focused campaigns over the past three years, including ‘Coping at Christmas’, ‘Students & Young People’, and ‘Confide What’s Inside’. Our campaign process follows a three-step approach: first, scoping the brief, understanding the audience, and defining a rollout strategy; second, developing the creative through research, messaging, and concept design; and finally, refining the chosen direction and producing all required campaign assets across each service area.

Look Who’s Talking

This audience-specific awareness campaign for the NHS Leicester, Leicestershire, and Rutland Talking Therapies service was designed to engage cohorts falling short of referral targets in the area. To ensure the campaign resonated with these groups, we developed messaging and visuals that placed the user at the centre, creating personas representing individuals with mild to moderate mental health challenges, including older adults, young people, ethnic minorities, and men. The campaign was rolled out locally, supported by a targeted digital PPC and social media strategy.

Say It Out Loud

This men’s mental health campaign aimed to raise awareness of how NHS Talking Therapies can support men from diverse backgrounds and life stages experiencing mild to moderate mental health challenges. Developed in response to low referral numbers, the campaign sought to challenge stereotypes around men “manning up” and instead encourage openness by promoting the service as a safe space to talk. The campaign focused on digital channels, including a dedicated landing page, social media content, and paid advertising.

It’s Time to Talk

Running from April to May 2024, alongside Mental Health Awareness Month, this campaign was centred on everyday challenges, targeted individuals aged 16 and over from all backgrounds. Given the broad audience, we adopted a two-part content strategy with tailored CTAs based on placement. Print materials featured the ‘It’s Time to Talk’ tagline to drive self-referrals into the NHS Talking Therapies service, while digital content took a softer approach, offering support and advice to build brand awareness and strengthen trust in Vita as a healthcare provider.