Which?

Tak­ing Which? beyond a review site

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

Which? was stuck in the world of wash­ing machine reviews, trust­ed, yes, but not top of mind for life’s big­ger questions.

As the UK’s biggest con­sumer mem­ber­ship brand, it had the exper­tise, but peo­ple didn’t see its full breadth or realise it offered free, acces­si­ble advice. Visu­al­ly, it felt more like a gov­ern­ment depart­ment than an excit­ing con­sumer champion.

We trans­formed Which? from a review­er to a real-world guide, own­ing ​‘the answers to your every­day ques­tions’ from wheels to wills and even pet advice. 

A bold new iden­ti­ty put answers at its heart, with the icon­ic red line between ​‘Which’ and ‘?’ turn­ing uncer­tain­ty into clar­i­ty. Warmer, sharp­er, and more engag­ing, the trans­for­ma­tion touched every­thing from design to mes­sag­ing, ads, and beyond. The result? Which? isn’t just trust­ed. It’s essential.


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

Helps make con­fi­dent decisions

“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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