Hims & Hers // For Them
As part of a strategic growth initiative, our team was challenged to identify an existing brand with room for meaningful expansion — not just in business, but in purpose. After an in-depth landscape analysis, we chose Hims & Hers, a digital health brand already known for disrupting the healthcare space with accessible, affordable, and stigma-free solutions. Our goal was to propose a bold yet values-aligned expansion to help them reach an underserved audience in need of affirming care.
Client
Hims & Hers
Category
Brand Strategy // Art Direction
Hims & Hers already prides itself on inclusivity and accessibility, having evolved from its original “ForHims” identity into a broader brand that serves all genders and a spectrum of health needs. Building on that momentum, our proposal introduced a new service arm designed specifically for the transgender community, offering gender-affirming care through their telehealth platform. This wasn’t just a business opportunity — it was a chance for the brand to make a tangible difference while doubling down on what they already do best: inclusive, barrier-breaking healthcare.
We approached the project through three lenses: cultural insight, competitive analysis, and brand fit. We looked closely at the state of trans healthcare in the U.S., identifying major access gaps and pain points in current systems. At the same time, we studied how other digital health brands were (or weren’t) showing up for the trans community. What became clear was that Hims & Hers — with its flexible platform, strong brand recognition, and progressive voice — was perfectly positioned to lead. We mapped out a potential service launch, including positioning, user experience considerations, and messaging frameworks that would speak directly and sensitively to this audience.
Despite the growing need for inclusive and accessible gender-affirming healthcare, there remains a critical lack of platforms offering those services in a safe, affirming, and affordable way. The trans community often faces barriers that include stigma, limited provider access, and insurance challenges — particularly when it comes to hormone therapy and mental health support. Meanwhile, healthcare brands that claim inclusivity often stop short of fully showing up for this community in a meaningful, sustained way.
We proposed a dedicated expansion of Hims & Hers’ services to support trans individuals with customized telehealth offerings — starting with hormone therapy and mental health support, and potentially expanding into peer community tools and resources. This initiative would allow Hims & Hers to fill a glaring gap in the market while reinforcing their values of inclusivity, accessibility, and innovation. It wasn’t just about market share — it was about trust, and the chance to build deeper, lasting relationships with a community that’s long been overlooked by traditional healthcare systems.
