HOUSTON GROUP REIMAGINES PLAN PARTNERS BRAND TO EMPHASISE EMPATHY AND INCLUSIVE CARE

Houston Group has unveiled a new brand positioning and identity for Australian NDIS provider Plan Partners, centred on empathy, accessibility and personalised care. The redesign introduces an inclusive visual and verbal system that highlights human connection while positioning the brand as a trusted guide for individuals navigating disability support services.

Strategic brand and creative agency Houston Group has unveiled a new brand positioning and identity for Plan Partners, one of Australia’s leading providers of services under the National Disability Insurance Scheme (NDIS), marking a significant step in aligning the organisation’s brand with its evolving role in the sector.

The rebrand comes in response to recent policy changes that have reshaped how Plan Partners operates, creating a disconnect between its existing brand identity and the value it delivers to customers. At the same time, the disability services landscape has grown increasingly competitive, with many providers offering similar services. Plan Partners’ previous brand presence risked appearing overly corporate in a market where people increasingly seek empathy, trust and genuine human connection when selecting a disability support provider.

Houston Group addressed this challenge by redefining the brand from the ground up. The agency developed a new positioning, verbal identity and visual system centred on the idea: “For you and your care team – plans designed around the individual.” The approach emphasises personalised support rather than a one-size-fits-all model, reinforcing the belief that meaningful care cannot be automated.

Under the new strategy, Plan Partners is positioned as a calm and confident guide for individuals and families navigating the complexities of disability support. The brand message highlights a balance between people-powered care and the enabling role of technology and professional expertise.

Stuart O’Brien, CEO and founder of Houston Group, described the project as one with strong emotional significance for the agency. “For us, this was one of those deeply personal projects,” he said. “It wasn’t just a rebrand – it was about creating a more empathetic brand that truly reflects the people behind it.”

The visual identity builds on the brand’s human-centred philosophy through creative cues inspired by everyday tools used to organise and simplify complexity, such as highlighters, pens, manila folders and post-it notes. These familiar objects are reinterpreted into a distinctive graphic language that is digitally focused while maintaining an approachable, human feel.

Accessibility was central to the design process from the outset. The team developed an AAA-compliant colour palette and visual system to ensure clarity and usability across all digital touchpoints. The brand also adopts Inclusive Sans, an open-source typeface designed specifically to enhance readability for diverse audiences.

Houston Group collaborated with type designer Olivia King to create a custom logotype that adds warmth and personality while maintaining clear legibility. The same visual language extends across a bespoke set of pictograms and illustrations developed with illustrator Lisa Park, helping create a cohesive and accessible brand environment.

Jacquie Halloran, Design Director at Houston Group, said the project demonstrated how inclusive design can unlock stronger creative thinking. “Creating this brand with Plan Partners has been as rewarding as it has been purposeful,” she said. “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.”

She added that the design also functions as a practical tool, helping users plan, navigate and engage with Plan Partners’ services more easily. “It’s proof that inclusive design isn’t a constraint, but a catalyst for deeper creative thinking.”

The refreshed identity is further brought to life through portrait photography by Chris Gurney, who captured real Plan Partners customers in a series of confident and empowering portraits that convey optimism and authenticity.

For Plan Partners, the new brand represents more than a visual refresh. Emily Watsford, Head of Marketing at the organisation, said the project reflects a deeper commitment to inclusivity and accessibility across every aspect of its customer experience.

“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,” she said. “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.