When newkid was introduced to Howie, the AI scheduling assistant was still in private beta, used by only a select group of early adopters. The brief was to build a standout brand identity that broke free from familiar AI clichés, ditching gradients and sci-fi tropes in favour of a fresh, confident voice.

newkid tapped into a universal pain point: modern scheduling chaos. Endless Calendly links, clashing invites, and overloaded inboxes were the frustrations they set out to solve with clarity and humour. The result was a bold positioning that reframed Howie as “The People’s Secretary”, an AI that feels human, helpful, and refreshingly optimistic.