Northpoint Wellbeing, a Leeds-based mental health charity, has changed its name for the fifth time in 27 years.
Now known as Northpoint, the charity has created a new brand identity, slogan, website and strategy.
The charity did not reveal the cost of the total rebrand, which it conducted with the digital and brand agency Thompson.
Originally registered as WPF Counselling North in 1996, the charity then became Leeds Counselling, Leeds (WPF North) Counselling, Leeds Counselling then Northpoint Wellbeing.
The charity’s total income almost doubled in four years from £3.2m in 2017 to £6.3m in 2021. The majority of its income comes from charitable activities as opposed to fundraising, according to its accounts ending September 2021.
It has 154 employees, according to its latest accounts, with the highest earner making over £60,000 per year. Three of its trustees resigned in 2021, and three more were appointed.
The charity’s new strategy has been developed after a review of the mental health landscape and service user needs following the Covid-19 pandemic. The strategy focuses on delivering support not only through its frontline services but by driving change in the wider system.
Duncan Pearse, chief executive at Northpoint, said: “Our new branding reflects the evolution of Northpoint over the past years – our rapid growth has seen us expand our services and reach across new geographies, enabling us to help over 28,000 people each year. We’ve more than doubled our experienced workforce and introduced many unique new roles. Everyone here is working towards a shared purpose of delivering effective mental health support.
“The wellbeing of our service users is at the heart of everything we do. We’ve worked with our fantastic partners and commissioners to develop innovative referral pathways for therapeutic services, worked collaboratively with service users to break down barriers to accessing support, and set up new services such as District 29 – a group which is the first of its kind in the region, providing free group therapy for those aged 16 to 25.”
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