Howie,
The people’s secretary.
Services:
Art Direction
Brand Identity
Graphic Design
Website
Howie is a scheduling assistant that manages your calendar with the finesse of a world-class EA and the precision of modern AI. From day one, the ambition was to build a brand that felt nothing like “AI.” Instead of spectacle, we focused on clarity — presenting Howie as the obvious, human solution to scheduling friction.
Howie was designed as an exercise in restraint. The visual system avoids the expected signals of “AI” and instead leans on reduction, typography, and pace. High contrast compositions, generous negative space, and a clear typographic hierarchy create a sense of quirk and confidence. Every decision favors legibility over decoration, intention over spectacle—so the brand feels composed, human, and immediately trustworthy the moment you encounter it.