America Give Up + mono + Rough Trade Records ← Back to the portfolio
Hell bent on not doing the expected or typical, Howler pushed Rough Trade and their branding agency, mono, to go beyond the status quo. AmericaGiveUp.com is the result. Designed to push the band just before their SXSW showcase, the site took inspiration from their first album’s title and came up with something unique in the music world: an experience that doesn’t actually put the band front and center. Instead, it’s all about us – the audience – and the things we like and don’t like. It pokes fun at all of it in short little segments – each one ending with the demand: “America, Give Up”.