An identity for the government-funded Fit for Work initiative

June 2015

Purpose has created the visual identity for a new programme called ‘Fit for Work’ devised by Health Management Ltd (a Maximus company). The programme was created to help people return to work after a period of four or more weeks of absence due to illness.


Participants are given access to an occupational health professional who will give them independent, impartial and expert help and support to get them back to work. It is designed to reduce the cost of sickness absence to employers and the economy, which currently costs employers £9billion and employees £4billion annually. By supporting many more people to return to work, the programme aims to drastically reduce this cost.

Purpose worked closely with lead agency Munro and Forster and created the brand personality and positioning, visual and verbal identity, guidelines and marketing collateral for the launch. The programme which launched this month, is designed to provide support to GPs, employers and employees, and the brand was designed to ensure all three are targeted effectively.


More details about the Fit for Work programme can be found on their website here.