As Australia’s disability services sector becomes more complex and competitive, one of the country’s leading NDIS providers is reintroducing itself with a brand designed to feel more human.
Plan Partners has launched a major brand refresh created by strategic brand and creative agency Houston Group, repositioning the organisation to better reflect the evolving needs of people navigating the National Disability Insurance Scheme (NDIS).
Recent policy changes had shifted the way Plan Partners operates, creating a disconnect between its brand and the value it delivers to customers. In an increasingly crowded category, the brand lacked differentiation and was perceived as corporate at a time when people are seeking genuine empathy and connection, particularly when choosing a disability provider.
Houston Group redefined the brand from the ground up, establishing a new positioning, verbal identity and visual identity centred around the idea; For you and your care team –plans designed around the individual, not a one-size-fits-all approach. Built on the belief that care can’t be automated, the strategy is people-powered and backed by technology and deep expertise,
CEO and founder of Houston Group, Stuart O’Brien, said: “For us, this was one of those deeply personal projects. It wasn’t just a rebrand – it was about creating a more empathetic brand that truly reflects the people behind it.”
The creative expression builds on this foundation. Inspired by familiar tools that bring order to complexity – the highlighter, pen, manila folder and post-it note. The identity reinterprets these cues into a distinct graphic language that is digitally led, yet inherently human.
Accessibility was a mandatory for the Plan Partners team throughout the design process, from the selection of an AAA compliant colour palette and system that underpinned all digital customer touchpoints, to Inclusive Sans, an open-source typeface designed for readability. Houston Group collaborated with type designer, Olivia King, on a custom logotype, introducing warmth and personality without compromising legibility. The same graphic language extends across a bespoke suite of pictograms and illustrations developed with illustrator, Lisa Park.
Houston’s design director Jacquie Halloran said: “Creating this brand with Plan Partners has been as rewarding as it has been purposeful.”
“By putting inclusivity at the centre of the creative process, we uncovered thoughtful and genuinely beautiful moments across the identity, celebrating real people living with a disability in ways they’ve rarely been represented. Just as importantly, the brand has been designed as a tool, helping people plan, navigate and engage with the Plan Partners services more easily. It’s proof that inclusive design isn’t a constraint, but a catalyst for deeper creative thinking,” she said.
The identity is further brought to life through portraiture, with photographer Chris Gurney capturing real Plan Partners customers in a series of confident, empowering portraits that reflect genuine optimism.
“I’m incredibly proud of the team behind this work and the dedication they’ve shown in bringing such an inclusive brand platform to life. This refresh reflects our deep commitment to accessibility – designed with care and consideration to ensure our platforms, communications and systems are inclusive and accessible for everyone,” added Emily Watsford, head of marketing at Plan Partners.
CREDITS
Client: Plan Partners
Kirsten Craven – Consultant
Emily Watsford – Head of Marketing
Nicole Albertson – Graphic Designer
Agency: Houston Group
Stuart O’Brien – CEO & Founder
Daye Moffitt – Executive Strategy Director
Michael Thebridge – Head of Copy
Design Director – Jacquie Halloran
Designer – Michelle Mondel
Senior Account Manager – Cate Patterson
Finished Artist – Max Russell
Partners
Photographer – Chris Gurney
Producer – Zabrina Wong
Logo & Type Designer – Olivia King
Illustrator – Lisa Park
