Hims
Telehealth for a healthier you
Introduction
Hims started creating the foundation for the direct-to-consumer (DTC) wave, focussing on men's health and wellness. Direct, and empathetic, the brand purposely avoided jargon and stigma, using a conversational tone to discuss topics like hair loss, sexual health, and mental well-being.
Overview
At Gin Lane, I was part of the design team that helped launch Hims, a modern men’s wellness brand focused on destigmatising healthcare. I worked across digital product design,from UX to UI, to create a clean, approachable e-commerce experience that made it easy for customers to access treatments online. Alongside the website, I also contributed to the brand’s out-of-home campaigns, helping translate our digital-first identity into bold, real-world moments and creative consultation on numerous deliverables.
A serif in the grid
Hims put a lowercase serif on a warm stone ground and quietly announced that men's healthcare could be as considered, as culturally fluent, and as free of bullshit as any consumer brand on the market.
Homepage hero desktop
Hims set out to build a brand that made men's wellness feel as considered and culturally fluent as any challenger brand.
App icon
A warm stone ground and a single letterform proving that a healthcare brand could feel just as considered as any consumer product on the market.
Honest about the hairline.
A smobile-first DTC product page that turns a clinical category into a considered shopping experience, warm palette, direct copy, no small print.
Direct. No disclaimers.
A product page that treats men like adults, FDA-approved ED medication presented with the same clean confidence as any premium consumer brand.
Shampoo product page
A desktop product page where a single well-lit bottle and a frank product description do more work than most campaigns, Hims ecommerce design at its most restrained.
Campaign photography
Hims campaign art direction, diverse, joyful, completely allergic to the mahogany-and-leather visual language that had defined men's brands for decades.
Vitamins, not virtue signalling
Mobile product page design for Hims wellness supplements, the copy doing the brand's signature move of being genuinely useful and genuinely funny at the same time.
The body as brand asset
Product art direction that turns a single gesture into a visual statement, intimate, direct, and unmistakably Hims.e
A world with a point of view
The full Hims brand world,diverse talent, product photography, visual wit, and a consistent colour palette building the kind of cult following that challenger brands are made of.
Get close. Stay real.
Mobile art direction that fills the frame with skin, texture and personality, Hims refusing the aspirational distance of traditional men's grooming brands.
The visual punchline.
Supporting photography that says everything without saying anything, Hims' signature wit condensed into a single still life.
New York City Campaigns
Out-of-home advertising for Hims in the New York subway, intimate photography, a small serif mark, and a brand confident enough to start a conversation in the most public space possible.
No explanation needed.
Hims OOH campaign, a single cactus on a white ground, scaled to 20 by 20 feet, doing what great outdoor advertising does: stopping people mid-stride without a single word of body copy.
The icon of the campaign.
Hero photography for the Hims OOH campaign, an image so distinct it became a visual shorthand for an entire brand world.
OOH Down in the subway.
Hims out-of-home campaign in the New York City subway, three words, a cactus, and a brand identity robust enough to hold its own in the world's most chaotic visual environment.
Role
Senior Brand & Experience Designer
Responsibilities
→ User Experience Design
→ Interactive Design
→ OOH Campaigns
→ Marketing Materials
→ Creative Consultation
Credits
Gin Lane
Featured work
A selection of recent projects.
Let's Chat.
Opportunities start with a hello. Whether you’ve got a brief, a thought, or a good story, I’d love to hear it.
© 2026 Matthew Haysom.