Keeps Sophomore Campaign & Brand Refresh
In 2022, the Keeps internal creative team was tasked with developing the brand’s second out-of-home (OOH) campaign. At the time, the Keeps brand was in need of a refresh. While a complete overhaul wasn’t necessary, updating key assets made sense to elevate Keeps’ image as a premium brand for men’s hair loss. The goal was to refine the brand’s visual identity while maintaining its core essence, ensuring it remained recognizable and trusted by existing customers.
Goal: Preserve the integrity of the Keeps brand to maintain customer loyalty while implementing strategic updates that modernize its look and feel. This refreshed branding was applied consistently across all touchpoints, from consumer communications to the Keeps homepage, ensuring a seamless and cohesive brand experience.
Results: In addition to launching a successful OOH campaign, we developed a comprehensive brand book for Keeps. This brand book became the single source of truth for all brand guidelines, ensuring consistency across marketing efforts and reinforcing Keeps’ position as a premium leader in men’s hair loss solutions.
The Photoshoot:
December 2021, Together with photographer Ryan Duffin, we set out to revitalize the style of Keeps photography with the goal of showcasing the brands with more personality, style, and highlighting our importance on diversity. Keeps products will fit into the lifestyle of any man. We built sets around different customer personas and photographed each product in a distinct setting. We hired talent that represented a wide range of hair types to model each product so that visitors on the site would be able to see their kind of hair utilizing the Keeps products. Shampoo & Conditioner packaging was redesigned was updated for this shoot.