Selling subscriptions by truly understanding a customer’s sense of identity

Client

Time Inc.

Brief

Redesign the title across all platforms and energise the subscription marketing story.

Approach

Horse & Hound is one of Britain’s best media brands. The audience is passionate but also incredibly diverse. Dressage riders think showjumpers are thick, racing enthusiasts have no interest in eventing, people who hunt don’t care about showing, and so it goes on.

So the stratgey was to really focus on what truly unites the audience. In this instance, it all comes down to: Love horses.

After that, covers were designed specifically to deliver that message, particularly on unsegregated social streams. Every week the cover was stripped of a newsstand approach and instead, was rewritten to a brand/subscription position with a clear call to action.

Outcomes

A brand new logo was created, along with a new cover and templates throughout. The masthead was placed on a rotating colour panel to create a visual difference between the weekly editions. For such a heritage brand, the most important step of all was to restore Whyte Melvilles’ original 1884 message above the logo: ‘I freely admit that the best of my fun I owe it to Horse & Hound’.

Selling subscriptions by truly understanding a customer’s sense of identity
Selling subscriptions by truly understanding a customer’s sense of identity
Core brand documentation
Selling subscriptions by truly understanding a customer’s sense of identity
New logo and old
Selling subscriptions by truly understanding a customer’s sense of identity
Mobile UI, old and new
Selling subscriptions by truly understanding a customer’s sense of identity
Subscriber only cover treatment
Selling subscriptions by truly understanding a customer’s sense of identity
Social icons, according to discipline
Selling subscriptions by truly understanding a customer’s sense of identity
The new cover design as published
Selling subscriptions by truly understanding a customer’s sense of identity
The news section was completely overhauled
Selling subscriptions by truly understanding a customer’s sense of identity
Horse & Hound has world class access
Selling subscriptions by truly understanding a customer’s sense of identity
Horse & Hound remains a British institution
Selling subscriptions by truly understanding a customer’s sense of identity
The brand's social cachet is immense
Selling subscriptions by truly understanding a customer’s sense of identity
The website may be huge, but results are only ever in print