Which? is the UK's largest consumer organisation. It tests and recommends a huge range of products and runs high-profile campaigns to improve the way ordinary people are treated by big companies and public bodies.

I first became involved with Which? in 2007, when Mike Pywell and I wrote Working for Yourself, published by Which? Books.

Recently I've been involved in the redevelopment of the organisation's website, working with editor Neil Bowler to revamp the campaigns section. The aim was to adapt the style and tone of voice of the existing material to make it reflect a broader target demographic. This involved several weeks' solid work, with a lot of tweaking and experimenting to hit exactly the right tone.

The first thing I did was sit down and work up a 'language bank' - a collection of words and phrases designed to appeal to the new target demo, which extends the existing readership range into a younger, more numerous, slightly less affluent and slightly less educated section of the population. Because we were particularly trying to attract thirtysomethings, we angled much of the material around concepts like 'you and your family' and 'hard-working mums'.

I'll be working for Which? again in the near future, so I'll keep this portfolio page updated as necessary.

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