Challenge
Build upon Consumer Reports’ legacy of 90 years of trusted ratings and reviews as a mission-driven, independent, nonprofit member organization, and reintroduce the brand to a new, younger consumer market. Create visual systems that can span across platforms from ads to web to app to social media to whitepapers and out-of-home marketing. Build a new brand licensing revenue stream.

Solution
I expanded the color palette for increased flexibility, introduced new visual standards, a fresh icon system, social media guidelines, staff apparel, experiential signage, AI tools like AskCR, and merchandise, so that ALL audiences could experience the brand in new ways. These touchpoints enabled CR to appear in the marketplace beyond the traditional magazine form factor. Ongoing, conceptually based artwork for online stories and community engagement drew people in via social media platforms to on-site experiences, member benefits, and action-driven petitions. Ad campaigns utilized copy that leveraged CR expertise and data-driven testing. Lastly, new revenue was generated by a brand licensing badge system based on product- and brand-level quality via tested results designed to be used in print and digital media at the point of sale and in advertising.

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