Which? was a brand in danger of losing relevance and membership. Originally designed for an era when people worried about how long their white goods would last, they needed to find a way of engaging with a new generation more concerned with services and technology than toasters and tumble driers. Alongside this, Which? was the consumer face of The Consumers’ Association — a charitable pressure group that had become disconnected from the consumers it claimed to represent.
Our work generated a new vision, mission and positioning for the organisation, and a new membership proposition and visual style for the iconic Which? magazine. We brought all of this together under the single Which? brand and created a new identity for them that placed the consumer right at the heart of the organisation.
