Manchester agency Creative Spark has teamed up with LEO – a new subscription brand tackling men’s medicated hair loss – to launch a disruptive identity and marketing strategy that challenges stereotypes and speaks to men with honesty and authenticity.
In a market dominated by glossy aspiration and sterile science, LEO stands apart by focusing on a deeper understanding of the customer and their wants and needs.
Founded by the family behind Farjo-Saks, one of the UK’s most respected names in hair restoration, LEO combines decades of medical expertise with a fresh, relatable approach. Entering a competitive space, LEO is breaking the mould with a brand that feels real, approachable, and stigma-free.
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At the heart of the campaign is the question, “where’s your head at?”: a message designed to spark authentic conversations and offer practical solutions. Creative Spark delivered the full brand strategy, identity, website, and marketing plan, ensuring every touchpoint reinforces LEO’s down-to-earth positioning.
LEO’s identity rejects the polished perfection typical of the category, opting instead for stripped-back typography and candid photography that celebrates authenticity with a palette of distinctive blues and grounded neutrals balanced medical with relatable. Forget Hollywood glamour and retouched faces, LEO’s imagery features real men – complete with freckles, tattoos, imperfect hairlines – shot with harsh flash and natural humour, with illustration adding lightness and relatability.
But it’s tone of voice where the strategy truly comes to life. Hair loss is an emotional topic, yet most brands deepen the stigma with jargon and bravado. LEO speaks plainly and directly, with clarity and confidence. The aim is simple: help men feel informed and understood, not sold to.
“Hair loss products aren’t new, but few brands acknowledge the quiet vulnerability at the heart of the experience. That’s why we looked past the product to focus on the person instead,” said Neil Marra, founder and creative director at Creative Spark. “Through cultural analysis, competitor mapping, and interviews with trichologists, barbers, and men at different stages of hair loss, we uncovered a powerful insight: men didn’t want a glossy new version of themselves; they wanted help staying connected to the one they already were.”
“Thanks to Creative Spark’s support, LEO has been shaped as a true ‘personal champion,’” added Joe Saks, Founder of LEO. “With five decades of experience in hair restoration, we’ve mastered the science – but we also understand the emotional and practical challenges men face every day. LEO is about real men, real conversations, and real solutions. By bringing this expertise into a modern, subscription-based model, we make treatment accessible, straightforward, and stigma-free.”
