The result of our work is the creation of a contemporary brand, brand language, design and representation on a multidimensional and subconscious level - triggering the intended emotions of the target audience. We created a bold brand, a movement about empowering a deeper connection and understanding of oneself. We bought the strategy to life to represent HOWM as "being" self-recognition, self-love, and freedom. HOWM is your future self looking back at you giving you a step-by-step plan to rediscover yourself and come "HOWM" to yourself.
We directed two campaign videos with the goal to encapsulate the emoting feelings of the intended target audience. We used them successfully to tease the launch of the app, evoke interest and provoke thought processes within the audience.
Creative direction: Brand as a Friend
Video edit: Shun Oguma
Music composer: Satoko Oguma