Sydney. March 11, 2026: Strategic brand and creative agency Houston Group has unveiled a new brand positioning and identity for Plan Partners, a leading Australian NDIS services provider.
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, positioning Plan Partners as a calm, confident guide in a constantly changing sector.
CEO and Founder of Houston Group, Stuart O’Brien, says: “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.”
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.
The refreshed Plan Partners brand is live now at planpartners.com.au.
