Brave Spark's refreshed identity for Which? repositioned the heritage brand as a modern, trusted source of everyday advice. Centred on the ‘Get Answers’ platform, the campaign delivered clear, relatable creative that met people where they needed it most - through targeted, real-world moments.

Key updates included a full redesign of the website homepage, navigation, and architecture - enhancing the user experience and making it easier to access actionable content like free newsletters on money, scams, and daily living. The new brand expression extended across both consumer-facing and internal touchpoints to ensure a cohesive transformation.

Creative updates were focused on bringing the new identity to life across key engagement channels. This included designing a series of illustrations that complemented updated copy lines and built on the existing visual style, reinforcing Which?’s promise of practical, trustworthy advice. Additionally, two branding documents were developed on the refreshed guidelines to standardise internal and external communications.

Download and view the two brand guideline documents to view a more in depth creative scope of the Which? brand refresh.