FRECKLES, TATTOOS, AND IMPERFECT HAIRLINES: INSIDE LEO, THE MEN'S HAIR LOSS BRAND THAT DITCHES THE GLOSS

Summary from the TLDR Design newsletter

LEO launched a new brand identity by Creative Spark that rejects the glossy, hyper-masculine style typical of men's hair loss advertising in favor of honest, relatable messaging and real-looking imagery. Built around the line “Where's your head at?”, the campaign focuses less on selling perfection and more on helping men feel understood, using candid photography, straightforward language, and a more emotionally open approach to hair loss and self-esteem.