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Howl

App concept, design, and branding focused on connecting unlabeled musicians and music venues.

concert

Problem statement

This was a group project, though it was one I took under my wing and put most of my time into during the final semester of school. The project began with the pains of unlabeled musicians.

Every single one of the musicians I interviewed agreed that they would pursue music as a full-time profession. The only thing standing in their way was making a consistent revenue, and making a name for themselves. This lead to defining the problem statement:

Unlabeled musicians need a better way to organize events so they can fuel their passion.

animated howl logo

The Brand

The look shouts rock 'n' roll, but most importantly keeps the look related to the promotional features of the app. I can see the app expanding beyond musicians and into DJs, or comedians. Anything a promoter is needed for!

The look and feel is a shoutout to the nightlife. Dark background colours reflect the night sky, but make the photography and iconography pop on top of it.

To view the full branding board in a new tab, click the button below.

inVision Branding Board
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Easy for musicians

A seamless interface is not only attractive to musicians, but easy to use. Maximizing the amount of shows a band can perform at by organizing their calendar, and recommending nearby venues.

Communication between bands and venues puts our app above the competition, transactions are performed in app and interactions between venues and bands are now effortless.

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Profitable for venues

Venues especially benefit from Howl because it cuts out the middle man. Whether they hire a promoter or management performs these tasks themselves, venues are now offered these services for only 7% commission.

Since we're trying to make unlabeled musicians more money, it makes the most sense to charge venues the fee. The app is ad free, and free for musicians. 7% of event cost is a fraction of what a venue would pay for promotional services, and half of what our competition charges.

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Pitch presentation

We presented to a group of industry professionals, including representatives from: McMillan, Macadamian, and You.i TV. Feedback was very valuable, and the only critique was we didn't invest enough into how we would advertise if the app was ever developed.

To view the full pitch presentation in a new tab, click the button below for a short Google Slides presentation.

View Pitch Slides