Confused.com

Brand identity

Price comparison pioneers

Confused.com are, quite simply, the pioneers of price comparison in the UK. They are, and intend to remain, the experts in helping people to save money. Over recent years they became known for ‘Cara’, their animated singing icon, and for their Nectar points campaigns. But research showed us these weren’t enough. The need for a new campaign was identified, to reposition the company in the hearts and minds of consumers. Our role was to develop a new, more modern brand identity that better reflected how technologically advanced the business has become.

A flexible identity

The brand had clearly outgrown ‘Cara’ and a new logo was needed. To illustrate the fact that the brand essence of Confused.com is to be always thinking of ways to save you money, we introduced a thought bubble to hold the ‘.com’. A set of digital textures was added, along with a new, fresher colour palette. We then introduced a large array of bespoke, photo-real images to help bring the brand to life. The branding has been rolled out across the website, corporate materials and marketing campaigns.

Fantastic results

Joby Russell, Marketing Director at Confused.com, is delighted with the results so far:

“The new branding has given us the image we needed in order to reposition ourselves as experts and market leaders. We were first to market with comparison technology and we continue to innovate. The identity that Thompson created is modern and slick to reflect that, and we’re confident that it will grow with us too.”