Which?

Expand­ing the mean­ing of Which?

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

Which? was trust­ed but type­cast and under­used. Best known for prod­uct reviews, it was seen as some­thing you vis­it­ed occa­sion­al­ly, not some­thing you relied on day to day. Its broad­er val­ue was there, but large­ly unseen. We were engaged to make Which? more rel­e­vant, more use­ful, and more trust­ed day to day.

The oppor­tu­ni­ty: from occa­sion­al use to every­day rel­e­vance. Behind the scenes, Which? already offered exper­tise across pen­sions, con­sumer rights, and more.

The chal­lenge was mak­ing that val­ue vis­i­ble, usable, and top of mind.

We repo­si­tioned Which? as a trust­ed guide for every­day deci­sions. From a review plat­form to a brand peo­ple turn to reg­u­lar­ly – for both small choic­es and major life decisions.

From ques­tions to answers

We shift­ed the mean­ing of Which? from uncer­tain­ty to clar­i­ty – mak­ing it a des­ti­na­tion for trust­ed answers.


OWN­ING ANSWERS

We opened up the Which? logo to cre­ate space for real ques­tions and clear answers.

A sim­ple shift that made the brand more rel­e­vant, more use­ful, and more active.

The ques­tion mark became a gate­way – not just ask­ing ques­tions, but answer­ing them. Rein­forc­ing Which? as a brand peo­ple can rely on.

“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, Head of Brand and Communications Planning, Which?

A SYS­TEM BUILT AROUND CLARITY

The red line became a func­tion­al asset – cut­ting through com­plex­i­ty, high­light­ing key infor­ma­tion, and guid­ing users to decisions.

“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, Brand and Communications Director, Which?

THE POW­ER OF NEUTRALITY

We rein­forced Which?’s inde­pen­dence through a tone and visu­al style that feels clear, human, and unbiased.

Approach­able, but authoritative.

“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, Head of Brand and Communications Planning, Which?

Impact

  • +8% increase in perceived modernity

  • +4% increase in helping customers make confident decisions

  • +4% increase in making customers’ lives easier

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