Project Independence

Client name: Project Independence

Inclusive Independent Living Support.

Boost in Impressions

Increased engagement and clicks

Improved enquiry quality

Image of the hands of an old lady holding on to a younger one icon

Industry

Healthcare

Services

Website development, Paid Ads, Performance Marketing

Timeframe

3 months

Contents

The Brief

Project Independence is an innovative, not-for-profit housing initiative focused on enabling people with intellectual disabilities to achieve long-term independent living through a structured pathway to home ownership. The challenge was that this model isn’t immediately easy to grasp, particularly for families and stakeholders trying to understand how it works in a real-world context. The existing communication didn’t fully capture the structure or long-term value.

The goal was to create a brand and website that simplify this complexity, clearly articulate the vision, and present Project Independence as a credible and structured solution that people can quickly understand and trust. Alongside this, a targeted paid ads strategy was implemented to amplify reach, connect with the right audiences, and drive meaningful engagement and enquiries.

Strategy

Our approach focused on reframing how the model is communicated, moving away from explanation-heavy content to a more structured and user-led experience. We prioritised clarity in information architecture—mapping content around key user questions such as how the model works, what the journey looks like over time, and what outcomes participants can expect.

Website Development

We designed and developed a website that clearly explains the model. The structure guides users through what Project Independence does and how it works, keeping the experience simple, intuitive, and easy to navigate.

Content Optimisation

We refined the content to make it more clear and direct. Complex information was simplified into easy-to-understand sections, helping users quickly grasp the offering without confusion.

Paid Ads & Performance Marketing

Our paid media approach focused on reaching the right audiences with clear, purpose-led messaging that drives awareness and action. We targeted families, carers, and supporters through search and social, using real stories to build trust and connection. Campaigns were optimised to drive enquiries, donations, and program interest, with ongoing tracking to improve performance and efficiency.

Result

Project Independence now has a clearer, more direct way of communicating its model. The brand and website remove confusion, making it easier for users to quickly understand how it works and why it matters—supporting more confident engagement from families and stakeholders.

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