“Vertis,” our Clinical Directors discovered, was a Roman settlement in Worcestershire, and the word means unity and togetherness - both things we want our federation to stand for.

And by simplifying our core brand proposition, we've been able to make our sub-brands more cohesive - allowing us to prepare for our planned launch into new, revenue-focused services which we hope will provide us better opportunities to support our PCNs over the coming years.

The dual strands of the logo also help to reflect the two types of work we do - in keeping with the way our federation has changed over the last few years. Because it's no longer enough for us to simply manage NHS contracts on behalf of PCNs. Put simply, that kind of work isn't there, because NHS funding is stretched too thin.

So now, we're a business of two halves. We manage those contracts at scale, and we provide that PCN support - but we also operate on a revenue generation model, through innovative business areas like Workforce and Remedy that keep funding out of the private sector and in the local NHS, where it belongs.