This assessment asked me to create a brand idea for any brand that interested me. I chose hims, a quirky, DTC telehealth startup providing men with prescriptions, products and advice. Then I expanded that idea into a manifesto and outlined key messages.
Audit
This step, meant to be high-level and quick, analyzed how the hims brand was currently communicating across various channels. This portion was quite helpful in giving me a sense of the brand’s voice.
The manifesto I drew up provided a narrative conveying the brand’s unique offering to the marketplace, the consumer, and the culture. I aimed to draft the manifesto in my best interpretation of the brand’s voice, which I observed to be affable, modern and inspirational.
These three key messages outline the reasons to believe in the brand idea and manifesto. I framed the messages according to the larger themes of the brand: how the brand believed it could change the surrounding world. The messages move from smaller-picture to bigger-picture in descending order.