Houston Group has completed a full brand repositioning and identity refresh for Plan Partners.
The revamp arrives as the disability services provider looks to better align its public identity with changing customer expectations and recent policy shifts across the NDIS sector.
The rebrand introduces a new positioning centred on the line “For you and your care team”, designed to move the brand away from a more corporate perception and toward a more empathetic, human-led presence.
A shift away from one-size-fits-all care
According to the agency, recent policy changes had altered how Plan Partners operates, creating a growing disconnect between its existing brand and the service it now delivers.
Stuart O’Brien, Chief Executive Officer and Founder of Houston Group, said the work carried a strong emotional weight.
“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 new strategy positions the business as a guide for customers navigating an often changing disability support system, supported by technology but led by people rather than automation.
Design built around accessibility
The visual identity draws from everyday planning tools including highlighters, pens, folders and post-it notes, turning those references into a graphic system intended to feel practical but human.
Accessibility formed a central part of the design process, including:
- AAA-compliant colour systems
- Use of the Inclusive Sans typeface
- a custom logotype developed for readability
- bespoke pictograms and illustrations
Jacquie Halloran, Design Director at Houston Group, said the project showed how accessibility can strengthen creative output.
“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.”
Creative collaborators extend the system
Olivia King worked on the custom logotype, while Lisa Park developed the illustration suite and Chris Gurney captured portraits of Plan Partners customers for the campaign rollout.
Emily Watsford, Head of Marketing at Plan Partners, said the refresh reflects broader organisational priorities.
“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.”
The refreshed identity is now live across
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
Top Image: Houston Group