Founded 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.

Guided by the clinic’s fundamental beliefs, ‘Beautiful Harmony’ was conceptualised as a brand narrative to communicate the balance between craft and technology, the sciences and the arts, and the golden mean of traditional skincare and invasive surgical procedures. This positioning paved exciting and poetic possibilities that reflected the brand’s beliefs, approach and efficacy.Standing for more than just another medical clinic, this narrative became the true north for the new brand assets and touchpoints.