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Brave Spark Helps Which? Launch Major Brand Refresh


Refresh helps position the consumer champion as ‘your trusted home for everyday advice’

Brave Spark Helps Which? Launch Major Brand Refresh

Brave Spark, MSQ's Creative Studio, has helped Which? launch a major brand refresh, firmly positioning the consumer champion as ‘your trusted home for everyday advice’.

In today’s age of uncertainty and misinformation, where people are struggling with the cost of living, and can’t trust what they read online, it can be hard to make the right choice. Which? has never been more relevant or important and through an exciting brand refresh, aims to bring its actionable free advice to more people than ever before.

Working with a mix of agencies, including Brave Spark, branding agency ODA and media agencies Goodstuff and Brainlabs, the refresh will ensure Which? becomes more relevant to more people than ever before.

The brand refresh will come to life across every part of the consumer experience, as well as internally for employees. The website homepage, navigation and architecture have been redesigned to help people more easily access the breadth of useful everyday advice, alongside highlighting the most useful content such as free newsletters on everything from money to scams.

As part of Which?'s new look, the brand has launched ‘Get Answers’, a campaign that aims to showcase the breadth and depth of free, accessible and expert advice offered by Which?. The creative ambition was to capture a snapshot of modern Britain, demonstrating that Which? has the answers to everyday life questions, no matter how big or small. 

The new brand idea will be launched with the 'Home of Answers' activation, involving a variety of fly poster QR codes being dispersed across London to allow people to get answers to everyday life questions in a highly accessible way. There will also be four special build QR codes, and a range of influencers will be engaging with and promoting the 'Home of Answers' activation through social media, amplifying the activity nationally and driving even more awareness of the breadth of free, expert advice available.

Kat Chinnock, Which? head of brand and communications planning, said, "This is a really exciting, once in a lifetime opportunity to refresh and relaunch such an established and trusted brand, whose mission is to simply help people.

"Everyone knows about our unrivalled product reviews, but they're genuinely blown away when they find out about the sheer volume of free, useful, expert advice available, too. This is everything from how to appeal a parking ticket, to the cheapest supermarket basket, to best value family days out or a moving home checklist.

"It's been a brilliant experience working with our talented agencies and a passionate Which? team to move the brand into a place where it is seen as more modern and relevant, as well as using this moment to tell more people about all the great things available at their fingertips - something that couldn't be more timely with everything else that's going on in the world right now."

Get Answers


Agency / Creative
Get Answers


Agency / Creative


Agency / Creative
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MSQ Partners, Tue, 23 May 2023 14:58:46 GMT