Hims
Gin Lane helped to launch the men’s wellness brand aimed at normalizing treatment for hair-loss, erectile dysfunction, and adult acne. We continue to tell the Hims story through leading all outbound marketing and product design.
OUR ROLE
Brand Strategy
Art Direction
Web Design
Motion Design
Digital Product Design
Campaign & Marketing
Packaging Design
THE CHALLENGE
The team set out to create an experience, tone and brand that would normalize both seeking information about men’s health issues and proactively doing something about them.
We had to convey a large amount of information on an often uncomfortable and unreliable topic in a digestible, friendly, trustworthy manner.
OUR APPROACH
Gin Lane took a empathetic, user-first approach to understanding the concerns and considerations of men at various ages facing issues with their bodies.
Using our learnings, we set out to design an experience and set a tone that would invite men to engage, learn more, and be proactive about taking care of themselves. The initial naming & branding was done by Partners & Spade, which allowed us a platform to build from.
I. BRAND STRATEGY
Setting a foundation based on empathy, to talk about sensitive health issues.
Our strategy from the beginning was to be up front with our customer. We developed a conversational tone that is backed by science - allowing people to dig deep for the information if they choose.
Normalizing men's health issues is something permeates through all aspects of the Hims brand - from tone, imagery, to product UX and customer service.
It was important to communicate to customers that this is real medicine that delivers real results, and forhims.com is a place customers can trust to learn about all that.
We wanted to relax our audience, using subtle humor, and contextual product imagery
II. ART DIRECTION
Showing that men dealing with similar issues is normal and relatable.
We decided early on that Hims' content should focus on showing normal men, and how they deal with these issues.
The art direction has strived to be fun, as well as eye-catching, and honest. We implemented visual metaphors such as a cactus and plants as a personable way to describe the product benefits.
We helped the Hims team to keep the art direction consistent for a multitude of categories, with various content production partners - ensuring all outputs shared the same brand vibe and tone.
We sought to make the brand approachable by using warm tones, clean photography, a relatable cast, and natural elements such as plants
III. PRODUCT DESIGN
Designing a friendly digital product to simplify telemedicine.
Our goal from the beginning was to set up a website that felt like a normal ecommerce website - where users could easily see prices on a per product level and understand the product offerings.
We positioned the “doctor visit” to come after the checkout in order to make the purchase funnel seamless, and normal.
We designed the post-purchase flow to handle the continued doctor <> patient communication that needs to happen - as well as any unique customer edge cases. The site subtly simplifies a HIPAA-compliant user experience into a friendly, approachable shopping experience - that looks great across all break points.
forhims.com is a HIPAA-compliant, easy to use ecommerce site.
IV. CONTENT CREATION
Consistently engaging content across various platforms.
Over the past year, we have overseen all photography, video, and graphics to live on a multitude of platforms as well and handle the business's evolving needs.
We've been strategic with the content rollout to ensure each new release feels fresh, while also familiar to our audience.
Hims visuals has evolved since release to keep up with the fast-paced evolution of the business.
From radio ads, to sports stadiums, gyms, television, and online- the goal has been to make sure the content is situationally aware and understands the customer's context.
The Hims visual language is unique, yet easily recognizable across all mediums.
Hims has taken over all men's bathrooms at the SF Giants home stadium, AT&T Park.
100' interactive billboard, Times Square, NYC
NEXT PROJECT
Sweetgreen ― rethinking best-in-class healthy fast-casual ordering.