I spent most of May working on the new version of the Which? website, and it’s now gone live.

In case you’re not a Brit, or in the unlikely event that you are a Brit but you’ve never heard of Which?, it’s a national charity that fights for quality, value, openness and fair dealing from consumer-facing businesses. Having a product awarded Which? Best Buy status is a very big deal indeed for a UK company.

I was mostly working on the campaigns section of the site, helping to rewrite material and advising on tone of voice issues. The aim of the redesign is to broaden the demographic appeal of Which? campaigns beyond their traditional 40/50-something AB 1/2 heartland. In simple terms, the organisation wants to keep the middle-aged, middle class, Guardian-reading demographic that it has had cornered for years, while at the same time appealing to a slightly younger, Mail on Sunday and Daily Mirror-reading demo - the group of people, millions strong, that politicians often define as ‘middle England’, and consider to be the key opinion-forming segment of British society.

Broadening the appeal of the brand without losing the loyalty of the core readership was a tough challenge, and in the main we met it by looking at the clarity and readability of the copy and thinking about ways we could appeal to the new target audience. The whole thing is now much more ‘you’-oriented, and focusses on the needs of busy parents with young or teenaged families.

From a communications point of view it was a great challenge, and I’m really pleased with how it’s turned out. The proof, however, is going to be in reader feedback - watch this space!