Thirty Madison builds digitally native healthcare brands that tackle a range of conditions. Our years-long relationship began with the launch of its first brand, Keeps, which offers solutions for preventing hair loss. 

Our goal was to bring younger men into the category and overcome the stigmas associated with balding. We learned from research that men put off dealing with their hair loss until it becomes a more serious problem, but the issue with that approach is these products only work preventatively. We therefore rooted the brand in the idea of proactivity, motivating men to take charge of their hair loss as early as possible. We balanced our frank, direct approach with a streamlined design system that felt more grooming than pharmaceutical, positioning Keeps as a brand for men of action.