Which? began in 1957 and is now Europe’s largest consumer organisation. But they needed a stronger, more contemporary look to engage younger markets.
After reviewing Which?’s diverse audiences, we found that “choice” was a key out-take shared by all, and the question mark in the brand mark encapsulated this.
Having established the key hallmarks, we set about adding clarity and impact to the identity. We developed a colour palette that complimented the core brand colour, red, and a graphic device to engage audiences in conversation. New templates and guidelines gave staff the tools to roll the identity out across all parts of the business. After launch, 74% of members agreeing it looks more modern. Without losing its heritage.
WHAT WE DID
Brand architecture, brand design, brand communications, brand management.