Rebranding Care first as they join the Optima Health family.

Long-term partnerships are at the heart of everything we do. Since 2008, we’ve been the digital partner behind Care first’s digital marketing and their sophisticated Employee Assistance Programme (EAP) portal called Care first Lifestyle.

The portal serves as a vital resource for hundreds of thousands of employees throughout the UK, offering 24/7 access to essential counselling, mental health support, and expert advice on financial, health, and bereavement matters. Behind the scenes, it’s a sophisticated, secure extranet with single sign-on (SSO) technology. From the moment a user logs in, they are met with a personalised experience, featuring content curated specifically for their individual needs.

A new chapter for Care first 

At the end of 2025, Care first reached an exciting milestone by becoming part of the Optima Health group. With this transition came the need for a significant brand evolution. The challenge was to migrate the existing Care first digital identity over to the Optima Health branding, ensuring a seamless brand transition for the users who rely on the service every day.

Rebranding a website can feel like a daunting task, but it becomes much more straightforward when the digital foundations are solid.

Beyond a coat of paint

This project wasn’t just about swapping logos. To support the migration, the Wisetiger team also:

• Refreshed the content architecture, creating new pages and updating existing ones
• Integrated new functionality to include services provided by Optima Health
• Adapted the design styling and UX for Optima Health branding around the existing UX originally created for Care first

We’re delighted to be working with the new team at Optima Health. It’s a privilege to see a platform that we’ve nurtured for nearly two decades enter a new phase of its life.