A brand built with accessibility as the rule, not the exception.

Plan Partners

THE BRIEF

The NDIS supports more than 750,000 Australians living with disability. It is one of the country's most important social services, and one of its most confusing. For participants, families and carers, making sense of funding, regulations and admin can feel overwhelming before any support is even accessed.

Plan Partners exists to carry that weight, handling the funding and administration so participants can focus on living their lives. But the brand had become tangled in the very complexity it was built to solve. In a crowded category where providers looked and sounded the same, Plan Partners was hard to tell apart, and increasingly tied to the difficulty of the NDIS rather than the relief it offered.

The brief: rebuild the brand so it stood apart, and felt like the relief it promised.

THE SOLUTION

The rebrand was built around a simple truth. Customers didn't value Plan Partners for processing payments. They valued how it made them feel: calm.

That became the role to play. In a category built on complexity, Plan Partners would be the calm in the storm. We turned it into a creative idea, 'Calm by Design', and made it a mandate: every touchpoint had to be easier to navigate, and feel calm by design.

The identity draws on the familiar tools of planning: highlighters, notebooks, pens, sticky notes. Accessibility became the foundation of every decision, from an AAA-compliant palette and Inclusive Sans typeface to participant-led photography.

More than a visual refresh, the work transformed Plan Partners from a brand tangled in the complexity of the NDIS into one that helps people confidently navigate it.

THE RESULTS

#1

Highest number of new customers from marketing activity for FY 2025-2026

25%

Increase in organic clicks

#1

Organic rankings across Melbourne (previously #4), Sydney (previously #10), Brisbane (previously #13) & Perth (previously #12).

Services

Brand Identity, 

Brand Strategy, 

Logo Design

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.
Emily Watsford, Head of Marketing at Plan Partners
Rather than relying on stock imagery or idealised portrayals of disability, the project celebrated real participants, their personalities and the relationships that help them navigate everyday life.
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.
Stuart O’Brien
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Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.

Check out our reconciliation action plan