Investing in a heritage brand

Client

Horse & Hound for Time Inc.

Brief

Develop the title across all platforms, redesign the logo and energise the subscription marketing story.

Approach

Horse & Hound is one of Britain’s most famous titles. But the logo and overall design did not celebrate the rich heritage or the fast paced reporting of the brand. So aside from redesigning the magazine, the logo was reimagined with a design that the audience assumed had been there all along.

The Horse & Hound audience is passionate but also incredibly diverse. Dressage riders think showjumpers are not in their league, racing enthusiasts have no interest in eventing, people who hunt don’t care about showing, and so it goes on. So the subscription marketing strategy was to really focus on what truly unites the audience. In this instance, it all comes down to: Love horses.

Outcomes

The work was introduced seamlessly across a busy weekly schedule. But 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’.

Investing in a heritage brand
Investing in a heritage brand
Core brand documentation
Investing in a heritage brand
New logo and old
Subscription marketing into unsegmented social streams
A brand video I wrote, directed and produced
Investing in a heritage brand
The new cover design as published
Investing in a heritage brand
Social icons, according to discipline
Investing in a heritage brand
The news section was completely overhauled
Investing in a heritage brand
Horse & Hound has world class access
Investing in a heritage brand
Horse & Hound remains a British institution
Investing in a heritage brand
The brand's social cachet is immense
Investing in a heritage brand
The website may be huge, but results are only ever in print
Investing in a heritage brand
Mobile UI, old and new