A platform and system for a consistent voice.

The Consumer Council exists to protect and promote the interests of consumers across Northern Ireland, with responsibilities spanning energy, transport, water, food and postal services. Much of what it needs to say is technical, complex, and precise. It also reaches people when they are dealing with difficult situations, from rising energy bills to scams and debt.

Every communication carries the same responsibility. It has to be clear enough for anyone to understand and act on, without losing the accuracy and authority people rely on. Across many campaigns, publications and programmes, the Consumer Council also needs to be recognised as one trusted voice.

Our partnership began in 2015 and since then we’ve built a deep understanding of the Consumer Council’s audiences, its priorities and how its programmes connect. The opportunity is to put that understanding to work in the identity behind every communication, not just in individual pieces.

Empowering NI Consumers.

We built the Consumer Council’s corporate identity around a single proposition, expressed through five values (Resolve, Excellence, Ambition, Courage and Honesty) and a governed brand system with accessibility built in. Programmes including Scamwise, Stop Loan Sharks, the Home Budget Planner and NI Consumer Week now feel part of one consistent public voice that people can recognise and trust.

Over the last decade, that system has carried more than 2.5 million communications to people across Northern Ireland. Our partnership and shared understanding has shortened briefing cycles and kept recurring communications and initiatives consistent, so the Consumer Council’s teams can focus on what they need to say.

The insight

Clarity compounds. Every campaign built on a consistent voice and a real understanding of its audience makes the next one easier to trust, and easier to act on.