Chris Berridge.

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Confused.com

The UK's second largest price comparison site asked us to help them reposition their brand, to enable them to differentiate themselves within in a rapidly-changing market.

I lead the design during the multi-phase programme of work, including running a series of workshops to create a set of brand principles that clearly articulated the new Confused.com market positioning, proposition and tone of voice.

We took these design principles and undertook an extensive mobile-first redesign of their site, with an accompanying digital design language that is used as a central reference point to this day.



I structured the initial brand workshop to enable us to explore the relationship between the new brand mascot (Brian the Robot), and the core Confused.com identity.




We defined a set of design principles that enabled us to create a multi-layered brand world, with the mascot adding humour and character to a solid and dependable underlying identity.


The visual language was developed into a flexible, reusable set of components and patterns that the Confused.com team could use to build and continuously evolve their digital touchpoints.

“Chris is one of the best designers I've ever worked with.”

— Joe Leech, Author of Psychology for Designers

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