Time Inc. New Ventures sought to revolutionize the magazine business by giving consumers more choice and flexibility in purchasing and managing their subscriptions. They came to Interbrand for help in positioning, naming, and branding this new venture. Julie and the team created the friendly Maghound mascot to communicate the ease and accessibility of this new service, the first of its kind. Maghound has been hailed as the most promising innovation for the industry that would attract new magazine buyers with a Netflix-like approach.
