Which?

The challenge
Creating Which?’s Employee Value Proposition (EVP) came with the challenge of capturing the essence of the organisation’s unique benefits while staying true to its established
brand identity. The goal was to communicate why talented individuals should choose
to work at Which? and why current employees would continue to feel proud and motivated.

The solution
To address this, a flexible design system was developed that allowed Which? to visually tell its story while remaining consistent with its corporate look and feel. The clean and simple design focused on the product’s impact, incorporating brand assets and coluor palettes.

Additionally, an EVP brand toolkit was created to guide users on the employee brand journey. This toolkit detailed the tone of voice, photography style, and key brand assets, showing how they could be used to connect with Which?’s people. The solution successfully aligned the EVP with Which?'s mission and values, ensuring it resonated across all touchpoints.

Art Direction | Design | Artwork

Digital | Print | Social