You may have noticed we look a little different! We’re proud to say that our new brand has launched into the world as of today. This has been a journey we’ve been on over the last year, and we couldn’t be more excited to share it with you. Read on to understand why we’ve done it, how we went about it and what’s staying the same.
Making a better world for people with disabilities
At the core of our new brand is the belief that everyone has the right to the life they want. People should be able to choose who they spend time with, the passions they want to pursue and ultimately create a life that’s worth living on their terms. We believe in a better world. A world where a full life is accessible to everyone.
For over 30 years we’ve been delivering properly person-centred support because we know it’s the right thing to do. We want to help build to a world where people with disabilities contribute as unique and valued members of dynamic and inclusive communities. Which is precisely why we support, empower, and enable people with disabilities to live their lives to the fullest.
Why the change?
The main reasons we felt a rebrand was needed were:
- We’ve been going for 30 years, but some people still don’t know us. We wanted to use the rebrand as an opportunity to introduce ourselves to new audiences and engage with our wider community.
- Introducing fundraising – We wanted to introduce new revenue streams and create a brand that would encourage donations, welcome new people to our work and secure the support we offer hundreds of families.
- We needed to modernise – Our new look and feel are designed to be modern, accessible, and inclusive. Our new look ensures that everyone feels welcome.
A brand made with and for people with disabilities
We wanted our new brand to come from the people we support, their families and our team. Their individuality, glorious differences and creativity has been captured so we can celebrate and highlight our community. But don’t worry, while we’ve changed how we look and sound, it doesn’t mean what we do is changing. We’re still dedicated to delivering person-centred support across our Options community.
Getting stuck into the creative process

Through a collaborative workshop, we were able to give the people we support, their families and our team the chance to influence what our new brand would look like. We offered people free reign to get creative with paints, brushes and colours to produce unique shapes and a new, vibrant palette. Our new brand proudly celebrates the spirit and uniqueness of every person we support.
Our new logo

The shapes radiating from each letter of Options reflect how our support is built around each person’s needs, placing them at the centre of everything we do. The clear, widely spaced uppercase letters symbolise the strength, reliability, and expertise behind our support.
Our shapes

Our brand’s circular shapes were inspired by mark-making exercises with the people we support. Each shape occupies the same space, symbolising equity, while their unique forms – smooth, curved, or spiky – represent individuality.
Our colours

Our vibrant colour palette is like a rainbow, celebrating individuality and joy while reinforcing a sense of visibility and belonging for everyone.
Our typeface

Accessibility and legibility were our priorities when choosing a typeface. Every detail, from the shape of the lowercase ‘a’ to clear distinctions between letterforms, were carefully considered.
Our imagery

Our imagery is all about people – they are our inspiration. It reflects the reality of those we support, ensuring everyone is seen, valued, and included.
Our name
We decided it was time to slightly update our name (and use the name most people refer to us as anyway!), so now you’ll see it as just using Options. We’ve shortened it to make it more memorable and usable.
What’s not changing
With so much newness happening, we also wanted to reassure everyone that some fundamental things aren’t changing:
- We’re still offering person-centred support – This is the core of what we do, and it won’t change today, or ever.
- Our uniquely Options approach – We’re proud to do things differently to the rest of the social care system, and our new brand helps to highlight and celebrate this for everyone to see and understand.
- Us celebrating the people we support – If anything, we want to do it more! Every person we support is our reason for being, so we want them, their voices and their stories to be shared with as many people as possible.
Have thoughts or feedback?
We’d love to hear what you think of our rebrand, please share any thoughts to marketing@optionsempowers.co.uk. Otherwise, sign up to our newsletter to stay on top of our latest updates or follow us on Instagram, Facebook and LinkedIn to see our latest campaign unfold.