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