1.Economy
We write like adults. Sentences end. Verbs work. Adjectives earn their seat.
Use when:
- “Two sprays in the morning. On the skin. That's it.”
- Never: “Get ready to crush your day with Keen's revolutionary breakthrough.”
Our voice
Voice
We speak to explain.
What that sounds like
Our voice is grounded in innovation, driven by clinical evidence, and built for people who want to understand their own care. Whether we're writing a product page, a Learn Hub article or the label on the bottle, our tone stays plain, exact and unhurried.
Our principles
How we write — five rules
2.Proof
When we have a number, we lead with it. We show the proof rather than shouting it — numbers are calmer than adjectives.
Use when:
- 6 → 0 — “needles a month, every month” becomes “needles. Ever.”
- 21 → 2 — “Rx to door.” Never runs without its fine print: assumes current bloodwork on file.
3.Restraint
No fear, no urgency, no flattery. We respect your time, and we assume you can read a number.
Use when:
- Never: “Don't get left behind.” · “You deserve this.” · “Last chance.”
4.Cadence
Our headlines are a statement, then a short second line that turns it — set in the accent color.
Use when:
- “What TRT should have been.”
- “Aging is mandatory. Slowing down isn't.”
5.Clarity
Plain medical, never clinical. We keep dose details exact, and everything else conversational.
Use when:
- “Two sprays on the inner forearm”
- Never: “Apply two metered actuations to the volar aspect of the forearm.”
In context
One voice, three surfaces
Confident. Declarative. Short.
Our hero copy says what the thing is, then stops. We lead with the noun rather than the adjective, and we keep it to three sentences — if a line needs a fourth, the claim isn't clear enough yet.
Doctor-prescribed testosterone in a once-a-day topical spray. Two sprays in the morning. Tuned to your labs.
Brand assetsWhat's Next?
