British brand Which? is undergoing a brand refresh.
The not-for-profit company, which promotes informed consumer choices through research and impartial product recommendations, has a new visual identity. Launched today, the new branding was developed with help from branding agency ODA.
The refresh includes a website redesign and is being supported through a new campaign titled “Get Answers”. Created in collaboration with Which?’s media agencies Goodstuff and Brainlabs, the campaign seeks to “showcase the breadth and depth of free, accessible and expert advice offered by Which?”. The campaign will run on above the line (ATL) and digital channels over the next six weeks.
The new branding will also be launched alongside a “Home of Answers” activation, which involves a variety of fly poster QR codes dispersed across London with the goal of allowing passers-by to get answers to everyday life questions in a highly accessible way.
There will also be four special build QR codes – including a giant parking ticket in Mare Street, a London hot spot for parking fines, a jigsaw-themed QR code on Southbank pointing to advice for family days out, a ‘living’ QR code made of real moss on the way to the Chelsea Flower Show, and a UV QR code in Old Street giving night owls advice on tackling insomnia.
A range of influencers will be engaging with and promoting the “Home of Answers” activation through social media, amplifying the activity nationally. This will be supported further by out-of-home, radio and digital advertising.
Additional activity includes a “Home of Answers” day in Manchester, in which a billboard will be brought to life with real-life experts sitting behind windows within the hoarding, ready to get answers for passers-by on key issues of the day.
“What makes this brand refresh so special is that it brings together so many elements of Which? including a modern, engaging external campaign, a sharp, simple new digital experience, more useful, relevant content and even reaches as far as to how we recruit new members of the Which? team,” said Which? director of audiences, brand and communications Neil Caldicott.
“The Which? brand has such heritage, I’m delighted we’ve been able to refresh it so sensitively, but also so compellingly. The refresh of our brand isn’t just a new lick of paint, the fundamental changes we’re making to how people can access our content ensures that we can continue to support the consumers of today, as well as ensuring we are here to support the consumers of tomorrow.”
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