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Neami National has created a consumer-centric mental health brand, Me Well, specifically developed to succeed under the NDIS.

  • Interaction Design
  • Digital Services
  • Co-design
  • Brand Design

The National Disability Insurance Scheme (NDIS) presents a major shift in how disability and mental health services are funded in Australia. People are now given the power to make their own financial choices about how government money is spent on disability. Organisations must reorient themselves to attract consumers in an emerging competitive market.

Today was asked to brand a new company: Mental Health and Wellbeing Australia, a division of Neami National, that would operate exclusively under the NDIS.

me well devices 1

We developed the new brand from scratch – conducting naming exercises and brand testing, art direction and logo design, through to designing and building a new website that will be the launching ground for Me Well's digital service delivery.

me well phone
me well brand prototype
me well web test

User-centred design methods were the core of our approach at every step of the process. We took brand prototypes, combinations of names, colours and iconography to users early on and created paper website concepts to examine different modes of navigation which we took to test with users at their homes.

Brand prototyping and co-design

We took a distinctly user-centred approach to brand development. We generated dozens of ‘brand prototypes’ to guide conversations with users in one-on-one interviews. Through testing these rough ideas with users, we were able to quickly validate the name and visual tone that would resonate most with people who use the service.

We guided a brand value card sorting exercise with Neami stakeholders to generate the new brand's core values. We used these values deliberately throughout the branding and website process to guide look and feel, style of imagery, and content strategy.

me well midfi

We created mid-fidelity interactive prototypes of core website functionality to test with users. Insights from testing informed the website's final information architecture, page structure and the priority of different pieces of functionality.

me well support
me well stories hero

Real stories of people that Me Well supports, captured and presented beautifully show visitors that Me Well’s approach to mental health and wellbeing is proven to work.

An inspiring platform

We designed and built the Me Well website, backed by a system of design, a component library, and robust content management system. The website was developed from the ground up to grow from a marketing platform to an enabler of digital service delivery.

The website shares stories of recovery, enables visitors to find the right support for them and guides them through the complex and often confusing process of the NDIS.


A unique nationally-scalable brand co-designed with its audience, enabled by a digital platform that lays the groundwork for the future of mental health and wellbeing service delivery.