PT collaborated with Moyem Medical Aesthetics in a rebranding exercise to crystallise a differentiated purpose, positioning and public perception in a saturated industry that was primed for change.

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. The main objective was for us to unify the clinic’s brand assets with a consistent image and narrative to stay true to its balanced treatment approach.

Our series of workshops with Dr. Tan and her team uncovered various competitive insights. We saw opportunities for the clinic to be design- and experience-led. Instead of the usual sterile clinic environment, the Moyem experience could be akin to a luxury spa. Thoughtful, thorough and hyper-personal, a sanctuary where beauty solutions are bespoke based on individual needs and preferences.