A new brand for low vision

 Guide Dogs NSW/ACT has proudly launched its new brand SeeWay, a national service providing holistic care for people with low vision,created with the help of FutureBrand.

Every year, thousands of Australians begin losing their vision. Many are not legally blind and receive no formal support, left to navigate their vision loss journey alone. SeeWay was born to bridge this gap by connecting people with practical resources and emotional support, empowering them to navigate life with renewed confidence and independence.

For more than 60 years, Guide Dogs NSW/ACT has stood beside Australians with low vision and blindness. While the much-loved dogs remain iconic, the organisation’s impact extends far beyond them. SeeWay is the next chapter in Guide Dogs NSW/ACT’s legacy.

Guide Dogs NSW/ACT conducted robust research stakeholder engagement, and the new brand strategy, identity and experience is set to support a transformative service for people and professionals alike. The new brand thoughtfully complements and celebrates its relationship with Guide Dogs NSW/ACT, while capturing the true energy, passion and innovation that brought the proposition to market.

FutureBrand has been a trusted partner to Guide Dogs for nearly 7 years, after first collaborating to transform the Guide Dogs Australia brand in 2018. This latest work is testament to the strength of that relationship, working hand-in-hand to define and develop every aspect of the SeeWay brand – from naming, strategy and architecture to experience, language and identity.

Rich Curtis, CEO of FutureBrand in Australia, shared: "Creating a new brand is a rewarding opportunity and doing so in partnership with SeeWay and Guide Dogs NSW/ACT has been a deeply meaningful experience. From the outset, we’ve felt a strong sense of trust and shared purpose. SeeWay is a brand built to challenge limitations and open up new possibilities for people with low vision. Together, we’ve shaped that purpose into a brand experience that resonates deeply with those it’s designed to support. At FutureBrand, that’s what drives us—creating impact you can feel."

Recognising that vision loss is rarely a straightforward journey, SeeWay and FutureBrand worked closely to co-create a brand experience that offers multiple entry points—meeting people wherever they are in their vision journey. This inclusive approach ensures that even those who may not yet identify as having low vision can still find the support they need.

Now, the SeeWay team is actively bringing the brand to life—across programs, initiatives, and services—all designed to empower more people with low vision to live the life they choose.