Guide Dogs NSW/ACT has launched SeeWay, a new national brand designed to support Australians with low vision who fall outside traditional blindness support criteria. Developed in partnership with FutureBrand, SeeWay is positioned to offer both practical tools and emotional support to help individuals maintain independence and confidence.
SeeWay
The service addresses a significant need: thousands of Australians each year begin losing their vision but do not qualify as legally blind, often missing out on formal assistance. SeeWay is intended to fill this gap, providing early-stage intervention resources for those navigating the onset of vision loss.
“SeeWay marks an important milestone for both Guide Dogs NSW/ACT and the Clients we support,” said Dale Cleaver, CEO of Guide Dogs NSW/ACT. “We remain committed to empowering people at every stage of their vision loss journey.”
FutureBrand has worked with Guide Dogs for nearly seven years, including a 2018 rebrand of Guide Dogs Australia. Their latest collaboration involved the full suite of brand development—from naming and strategy to identity and experience.
“SeeWay is a brand built to challenge limitations and open up new possibilities for people with low vision,” said Rich Curtis, CEO of FutureBrand Australia. “Together, we’ve shaped that purpose into a brand experience that resonates deeply with those it’s designed to support.”
SeeWay
The SeeWay brand was developed following extensive stakeholder research and is designed to complement the Guide Dogs NSW/ACT brand while representing a distinct, innovation-driven offering.
More information is available at seeway.com.au.