Moyem Medical Aesthetics

Conceived by Dr. Tan Wang Theng in 2017, Moyem was a culmination of her love for beauty and skin aesthetics and a decade-long experience in the field. Her operating philosophy was rooted in holistic choices and long-term solutions, healing from the source of the problems instead of superficial fixes. In a saturated industry ripe for change, we collaborated with them to crystallise a differentiated purpose, while unifying the clinic’s brand assets to create a consistent image and narrative that aligned with its balanced, comprehensive treatment approach.

A new vision for beauty and wellness
Through a series of workshops with Dr. Tan and her team, we identified key opportunities for the clinic to be more design and experience-driven. Instead of the usual sterile clinic environment, we envisioned Moyem as a luxury spa—thoughtful, thorough, and hyper-personal, a sanctuary where beauty solutions are bespoke based on individual needs and preferences.

Building on the clinic’s core beliefs, we developed “Beautiful Harmony” as a brand narrative to communicate the balance between craft and technology, science and art, and the golden mean of traditional skincare and invasive surgical procedures. This inspired a brand position that reflected the brand’s beliefs, approach and efficacy, starting with a new manifesto crafted around the philosophy of “Beautiful Harmony”. Standing for more than just another medical clinic, this narrative became the true north for the new brand assets and touchpoints. 

Aesthetic care through harmony
Visually, this essence was captured in a customised form of the letter O that was imbued into the logo. Inspired by the calming motifs in the cosmos, musical notes and meditative Zen practice of balancing stacked stones, this simple typography treatment offered a nuanced sense of peace, elegance and emotion across the brand’s visual identity.

Partnering with photographer Hosanna Swee, we also created a suite of complementary image assets that evoked a feeling of naturality and tenderness, further reinforcing Moyem’s commitment to beauty in harmony.