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Refreshing Priory's portfolio for clearer access to care
Agency
ZPB Associates
Client
Priory Group
Role
Strategy Director
Remit
Facilitation, Portfolio Strategy, Architecture, Logo Brief
Collaborators
Rachel Allen (Managing Director)
Gita Mendis (Creative Services Director)
Adam Ding (Design Director)
Kind Words
"Tash led the redefinition of our client’s brand architecture intelligently and effectively, with a workshop that enabled our client to very clearly understand the decisions to make. The output made the complex simple and provided a framework to future proof the brand. It was a pleasure working with her."
— Gita Mendis, Director, ZPB Associates
Priory Group is an independent provider of mental health, addiction and adult social care, supporting around 24,000 people a year across more than 270 sites. Decades of growth and acquisition had left it with a crowded portfolio: layers of divisional, service, and treatment brands with legacy names, along with a logo that didn't faithfully represent the organisation as a modern, connected network.
As part of the team at ZPB Associates, I led the strategy to refresh the portfolio. We started with the structure, facilitating a workshop with 14 leaders and lived experience partners to map the portfolio today, unpick what wasn't working and explore three possible futures. The answer that emerged was to organise Priory around who it serves, not how it's structured internally: Priory for public patients and Priory Private Healthcare for private patients, with premium offers such as The Cottage and The Residence endorsed beneath it. Each audience would have one clear entry point, with health and social care now united under one umbrella, rather than split arbitrarily. We then developed decision trees for launches and acquisitions, turning case-by-case calls into a repeatable process.
With the structure set, the design team revitalised the logo. We shifted to a warmer, more contemporary sans serif in sentence case, while retaining a distinctive 'o' as an important visual metaphor for their Whole You model of holistic care. Using Priory's trusted cyan and navy, we developed clearer visual signposting for the two new clarified offerings. The result is an accessible, clean logo that can scale across Priory's extensive services.
Launched in May 2026, the new architecture and logo unites health and social care under one streamlined, future-proofed approach.
