Founded on an unwillingness to accept that “aging” is interchangeable with “declining,” Hone is shifting men’s perceptions on getting older by creating the first-of-its-kind Complex Telehealth company that helps men optimize their bodies with individualized treatments for hormone imbalance and low testosterone from the comfort of their home. In an increasingly crowded health and wellness category, we had to build a brand that evoked trust and credibility–reframing the stigma around men’s hormone health.