At its inception, Next Issue – a joint venture from Conde Nast, Hearst, Meredith, News Corp., and Time Inc. – enabled customers to access all of their favorite publications in one place. While the name fit the offering at the time, the company wanted to extend beyond the concept of just being an electronic newsstand and jettison the often-used moniker “the Netflix of magazines.”
In need of a strategic name that would signal a new experience for its users, Next Issue looked to Lexicon Branding to develop a new name that fit the company’s expanded services and the company’s pivot toward providing rich and relevant content curated for customers. Eight weeks later, Lexicon had created the name Texture, conducted consumer research, and carried out linguistic and cultural evaluations – all to ensure that the name would support the new brand going forward.
Texture defines this service.
Texture, a word defined as “something composed of closely interwoven elements,” supports a carefully designed, well-thought-out collection of content. It also communicates the idea that the service adds layers to your life by bringing you substantive, engaging, pertinent information based on your interests. And most importantly, though the name cleverly contains the word “text,” there is no overt link to magazines, keeping the company agile and relevant as content consumption continues to evolve.