Which?

Expand­ing the mean­ing of Which?

  • Brand Strategy
  • Visual identity
  • Verbal identity
  • Brand guidelines

Which? was trust­ed but type­cast. Known for prod­uct reviews, its broad­er val­ue often went unseen. Peo­ple turned to it occa­sion­al­ly, but it wasn’t a go-to. Reli­able yes, but yet rarely top of mind.

Behind the scenes, Which? was already offer­ing a wealth of exper­tise, from pen­sions to con­sumer rights, even pet advice. But most cus­tomers just saw toast­ers and TVs.

We repo­si­tioned Which? from a review site you’d vis­it once in a while to a trust­ed guide for every­day advice. More rel­e­vant and top of mind. From big pur­chas­es to life-chang­ing deci­sions. This shift was reflect­ed from strat­e­gy through to design. 

We opened up the Which? logo, cre­at­ing space for every­day ques­tions and trust­ed answers. The trans­for­ma­tion reshaped per­cep­tion and gave the busi­ness new clar­i­ty, ener­gy, and com­mer­cial relevance.


OWN­ING ANSWERS

Which? has always been famous for its ques­tion mark. We trans­formed it from a sym­bol of uncer­tain­ty into a gate­way to answers, mak­ing it more rel­e­vant than ever.

“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

THE RED LINE

The Which? red line is more than an own­able asset, it’s a guid­ing thread, weav­ing through com­plex­i­ty to reveal clar­i­ty. It strikes through mis­in­for­ma­tion, fil­ters out noise, and marks the path to trust­ed deci­sions. A con­stant pres­ence, it rein­forces Which? as the defin­i­tive source of truth.

“We’ve giv­en Which? a mas­sive shot in the arm! With great insight, great strat­e­gy and great cre­ative, ODA have brought the brand to life”

Neil Caldicott, Which? Brand and Communications Director

THE POW­ER OF NEUTRALITY

Which? is a trust­ed, inde­pen­dent voice, clear, real, and unbi­ased. Authen­tic pho­tog­ra­phy and soft pas­tel illus­tra­tions bring warmth and relata­bil­i­ty, mak­ing the brand feel human, approach­able, and always authoritative.

IMPACT

Which? is achieving its strongest sales performance in three years and setting a fresh benchmark for future growth

+8% YoY

Moder­ni­ty has strengthened


+4% YoY

Helps cus­tomers make con­fi­dent decisions


+4% YoY

Makes cus­tomers lives easier

“It’s been a bril­liant expe­ri­ence work­ing with our tal­ent­ed and pas­sion­ate agency to move the brand into a place where it’s now seen as more mod­ern and rel­e­vant than ever”

Kat Chinnock, Which? Head of Brand and Communications Planning

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