Introducing Ownable: the new way to shop from magazines
| Brand Positioning
| Tone of voice
A first-of-its-kind, print-to-purchase platform
Launched in September 2018 in the UK’s biggest and best loved homes magazines, Ownable is a first-of-its-kind digital platform that uses the inspiration of printed magazines to connect readers (who want to buy products) with brands (who want to supply them). Livingetc is the first title to offer its readers the ability to place orders for products straight off the printed page through the Ownable app. Soon the platform will be available across the news stand, allowing millions of readers to make purchases while enjoying the sit-back pleasure of reading their favourite magazines. Meanwhile for publishers, Ownable provides them with invaluable insight into reader behaviour as well as an entirely new revenue stream. Ownable will extend and enhance reader engagement with the content of each issue, giving print titles the opportunity to be an even more powerful influencer. And for the first time publishers will be able to attribute product sales to individual titles, providing ROI for brand owners and advertisers in printed media – a real first for the industry.
See it, buy it, own it
The Clearing has worked with the team behind Ownable for over a year, refining and crafting their revolutionary ecommerce idea into a killer brand. We’ve defined every element of the brand, from the positioning and strategy to the name, identity and UX of the app. And we continue to work in partnership with Ownable to launch the platform across new titles every month. The name Ownable in particular sums up the proposition perfectly: if you can see it in a magazine, you can own it. The name provided the key to unlocking a visual identity that joins both the digital and physical worlds: a thumbprint. The final result is a visual and verbal identity that makes a new idea not only easy to understand, but quick, slick and simple to use for yourself.
Watch out for the thumbprints
Ian Woof, Managing Director at Ownable, says “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.” Pete Dewar, Creative Director & Founder at The Clearing adds: “The creative challenge for us was to create a brand that struck a perfect balance between fitting in and standing out within the pages of any magazine. In time we hope the Ownable thumbprint will become as ubiquitous and recognisable within magazines as the contactless logo is at points of sale. It’s going to be an exciting journey for us all.” Follow us on Instagram for updates as more magazines become Ownable, and watch out for new thumbprints. You’ll be seeing this one around more than you may think. Just download the Ownable app and make it yours.