Overview
Howdy is an audio card start-up created for early 20-somethings, people who want to give thoughtful gifts without spending big. The brief: create a brand that’s warm, witty, and instantly attention-grabbing.
I worked in a three-person creative team, co-developing the name, tone, and visual identity. I led the website design and illustration, and helped produce branding, social content, and OOH.

The Challenge
Greeting cards can feel dated, especially to a younger audience. We wanted to embrace that nostalgia and reframe it: an audio card as a modern ritual rooted in retro charm. The challenge was finding a look and feel that felt vintage without being stale, and fun without being gimmicky.

The Approach
We landed on the name Howdy - quirky, casual, and tied to cowboy kitsch, a style our audience was already into. The tone is like your funniest friend: loud, loving, and unfiltered.

Execution
* Logo & Visuals: A hand-drawn wordmark and tactile palette (dusty orange + emerald green) keep it raw and expressive.

* Illustration: I created the artwork for multiple cards - playful, imperfect, and lo-fi.

* Website: I led the digital design, a scrollable, audio-rich experience that feels as fun as the cards themselves.

* Social & OOH: We built out social templates, story posts, and motion briefs. I also designed posters, stickers, and IRL moments to bring the brand into the real world.