Change, Grow, Live, the charity formerly known as Crime Reduction Initiatives, has formally launched its new name, branding and website.

The charity, which had an income of £141.2m in the last financial year, announced in January that it would be changing its name from CRI to Change, Grow, Live to “help us communicate our unique approach”.

The charity also said at the time that the name CRI “has served us well so far,” but the mention of the word ‘crime’ “helps facilitate the prejudice to our service users experience and can act as a barrier, stopping people who need our help coming to us”.

Along with the new name, the social care and health charity has changed its branding across promotional material and on a new, mobile compatible website. The changes came into effect on April 1 2016.

The charity’s local services will retain their individual names, which will, according to a statement from the charity, “co-exist under the wider organisational ‘umbrella’ brand of Change, Grow, Live”.

David Biddle, chief executive of the charity, said: “Our new name reflects the fact that positive behavioural change is at the heart of what we do. Our priority is to work with service users, who are some of the most vulnerable people in society, and help them to make the changes they need to make to live independent and purposeful lives.

“Another consideration is around our plans for the future and while we will continue to expand our criminal justice work, we are also using our considerable experience to further develop our social care and health work, with an emphasis on wellbeing and we need a name that can encompass and reflect this broader spectrum of work.”

A spokeswoman for CGL told Civil Society News that the rebrand cost "just under £200,000" and was undertaken in concert with design agency Asha.