Project
Brand identity
Website design
See it live
Great Mates
Great Mates operates in a category often defined by clinical language, rigid systems, and transactional care. To truly differentiate, they needed to move beyond the conventions of disability support and reframe what their service represents – not just care, but connection, independence, and a sense of belonging. The challenge was to create a brand that could break category norms and reflect a more human, community-driven model of support.
Great mates for life
Through early workshops, it became clear that Great Mates wasn’t just a provider – it was a platform for building friendships and shared experiences. This led to the central idea: “Great Mates for life.” The brand shifts the narrative from care to connection, celebrating the everyday and extraordinary moments that define real relationships. It challenges expectations within the sector with a bold and expressive visual system that feels joyful, inclusive and distinctively un-clinical through:
A vibrant, energetic colour palette signalling optimism
Candid, personality-led photography to reflect real human connection
Playful illustration capturing both everyday moments and unexpected experiences
Details
Project
My Role
I led the project end-to-end, from initial strategy and concept development through to final delivery. This included defining the brand positioning, developing the creative direction, and overseeing execution across all touchpoints, including the website. I also managed the design and delivery process, ensuring alignment between strategy, creative output, and implementation.
Studio
Percept Brand Design
Creative Team
Creative Direction — Brent Woods
Client Services — Rebecca Bosustow
Brand Strategy — Michelle Jin
Copywriting — Michelle Jin
Design — Michelle Jin (Lead)
Illustration — Ilana Bodenstein
Motion — Karina Huang, Michelle Jin
Website Build — Ryan Stroh
Awards
AGDA Awards 2021
Distinction | Design For Good / Social & Community