Mayam: A New Expression of Beauty
Building a beauty brand that balances heart, science, and design into one cohesive expression.
Challenge
Magrabi Health expanded into cosmetic dermatology—an increasingly competitive space where beauty brands shape the narrative and clinical brands rarely connect emotionally. The opportunity was to bridge that divide by creating a brand that brought medical expertise together with genuine aesthetic appeal.
Our challenge was to build a new brand under Magrabi Health that could stand confidently on its own while still drawing credibility and trust from the parent brand’s reputation.
Solution
We began with in-depth stakeholder interviews and a comprehensive competitive audit to gain a clearer understanding of the category, the broader landscape, and the core audience. These insights informed the brand promise, Own Your Glow—a unifying idea rooted in empowerment and authenticity that shaped every aspect of the brand, from naming and tone of voice to design and the spatial experience.
To connect with our audiences and build emotional resonance while communicating with clarity and authority, we established a tone of voice that feels sophisticated, confident, and informative Inspired by the brand promise, we created a distinctive, flexible, and elegant identity built around an inner-glow concept. The Magrabi endorsement was codified to subtly transfer trust while allowing Mayam to stand independently within the brand hierarchy.
Comprehensive guidelines detailed logo usage, imagery, and applications—from stationery and packaging to digital and clinic communications—enabling teams to bring the brand to life consistently and with speed.
Finally, the brand came to life in the flagship clinic, where every spatial detail reflected Mayam’s refined aesthetic and sense of care. The identity carried through façades, reception, and waiting areas, seamlessly integrated into digital touchpoints and environmental elements that extended its calm, luminous character. The result was an effortless, cohesive environment that translated Mayam’s idea from concept into experience.
Results
- Launched a premium, ownable cosmetic dermatology brand with a clear and scalable design system.
- Magrabi endorsement transferred trust without overshadowing the brand’s distinct identity.
- Bilingual logo improved accessibility and broadened audience reach.
- Environmental branding delivered a refined, modern, and shareable clinic experience.
- Strong market coverage and positive patient feedback following the Jeddah launch.
