Consumer Reports is an independent, nonprofit organization that works side-by-side with consumers to create a fairer, safer, and healthier world by putting consumers’ needs first, empowering them with the trusted knowledge to make better, more informed choices.

photo credit: IIHS


After leading its industry for 80 years, Consumer Reports sought to redefine itself in the face of a wide range of new competitors and a consumer base that was increasingly immersed in new technology.


Large brands, niche experts and bloggers were all competing with Consumer Reports for the attention of consumers who are overwhelmed with information, advertising and purchasing choices.


Building on a brand story workshop and organization-wide webinar, We First defined the new brand story Consumer Reports should lead and provided internal training for the organization’s Marketing Team.


Consumer Reports differentiated itself within its category, adopted the new brand story it would lead, upgraded its social storytelling skills and, in collaboration with Pentagram and Lippincott, relaunched the brand to be relevant and meaningful to its wide consumer base.