Brand consultancy The Clearing has created and launched a brand for ecommerce shopping service Ownable with Ti Media (formerly Time Inc Media).
The partnership allows readers to place orders for products they see featured in the pages of magazines and launched with the October 2018 issue of publication Livingetc. It will be available with the November issues of Ideal Home, Style at Home, Homes & Gardens and Country Homes & Interiors.
The Ownable app provides publishers a new revenue stream and attributes product sales to individual titles, providing ROI for brand owners and advertisers in printed media.
The Clearing worked with Ownable for over a year on the brand from positioning and strategy to name, identity and UX of the app and will continue to work on launching the service across new titles every month.
Ian Woof, managing director of Ownable, said: “When designing Ownable it was essential to preserve the authority of each magazine title, allowing editorial freedom of choice. We simply wanted to create a seamless service that enabled readers to buy on impulse whenever inspiration strikes, without having to disrupt their enjoyment of the magazine.”
Simon Whittaker, group enterprise director at Ti Media, said: “Our homes magazines have always had great strength and expertise in curation and recommendation, but providing inspiration is only the start of the journey for readers. This partnership is exciting because we can now bridge the gap between product discovery and purchase. Through the Ownable app, readers can place orders for the items they see in our magazines in an instant, which is a fantastic service to provide.”
Pete Dewar, creative director & founder at The Clearing, added: “The creative challenge for us was to develop a brand that struck a perfect balance between fitting in and standing out within the pages of any magazine. We hope the Ownable thumbprint will become as ubiquitous and recognisable within magazines as the contactless logo is at points of sale.”
The Clearing has worked with brands including McLaren, All England Lawn Tennis and Croquet Club (Wimbledon), Ascot, Eurostar and Ocado.