Connecting a consumer champion with more consumers
- Brand Strategy
- Visual identity
- Verbal identity
- Brand guidelines
How? By making Which? more relevant to a wider audience, beyond those wondering which washing machine to buy.
We gave Which? a bigger role, owning ‘the answers to your everyday questions’. With a new visual language, we opened up a dynamic space using an iconic red line between ‘which’ and its question mark’ This prompted people to ‘fill in the gap’.
We made their expertise simple, warm and relatable with a new colour palette that highlighted their impartiality. Brought to life across every touchpoint of the consumer experience, as well as internally, our thinking also drove their new advertising campaign. And we’re just getting started.
MORE THAN REVIEWS
A new proposition that widened the appeal of the brand beyond reviews and white goods.
I’m extremely proud of the results. The brilliant ODA team gave us a clear strategy that the whole organisation has been able to get behind, alongside a fresh modern brand world.
Kat Chinnock, Which? Head of Brand and Communications Planning
OWNING EVERYDAY ANSWERS
Out with the old, red block. In with a red line to create a dynamic space to fill with the everyday.
REAL AND RELATABLE
Imagery and illustration that roots the advice in real life moments and reflects the diversity of consumers.
Creating a modern neutral backdrop to reflect the brand’s impartiality and honesty.
Bringing a more relevant, more consistent, more dynamic brand.