Embrace
Physio
Brand identity, brand voice, brand messaging, website
Embrace Physio is Singapore’s dedicated women’s physiotherapy clinic with a whole-person model of care. Preet Singh, Founder, wanted to ensure that the brand is refreshing, capable and clear; the latter being important given cultural nuances in Singapore. There was an emphasis on precision over pop culture, while maintaining warmth and approachability.
My approach:
The brand voice I created for Embrace Physio is confident (witty, bold and refreshing), reassuring (inclusive, precise and clear), and sincere (empathetic, conversational and positive).
Some ways this was brought to life are: short sentences with sharp and candid humour, rather than lightheartedness; the use of collective pronouns like “we”; the positive framing; and the use of accurate medical jargon, paired with clear explanations.
To ensure consistency after our work together, I created a qualifying filter for Embrace Physio: “how does this make our client feel?” We want them to feel safe, optimistic, cared for and respected.
Scroll to read my work ⇣
(or click on the image to read in situ)
I created a set of taglines for Embrace Physio, including:
the primary tagline, “Every body embraced” - This is a statement of inclusion as well as a statement of care.
the secondary taglines:
“Your ally in womanhood” - This is our mission-based tagline
“From first period, to first baby, to first flush” - This is our positioning tagline, communicating how Embrace is relevant at every stage of a woman’s life
“Strong foundations from the pelvic floor up” - This is our value proposition tagline, communicating the benefits Embrace delivers.
For SEO purposes, we open the website with a more literal description before our positioning tagline for a distinctive brand expression.
In partnership with Preet, I wrote Embrace Physio’s mission statement and both internal and external expressions of their brand values.
The internal brand values revolved around culture, with a focus on commitment to patients and continuous learning.
The external values articulate what the clients can expect to feel and experience:
Your safe space: No concern is off-limits in our supportive, judgement-free zone with our all-female team.
Your partner: Feel valued and heard as we co-create your treatment plan to align with your lifestyle and goals.
Your advocate: We educate you on the importance of pelvic health, giving you the tools to improve it.
The values are shared on both Embrace Physio’s homepage and ‘About’ page to build trust.
We separated ‘What We Treat’ (pictured) and ‘Services’ to guide the user journey.
‘What We Treat’ is framed through ‘problems’; it addresses the patient’s concerns with an optimistic, forward-looking lens, showing what is possible with the right care.
‘Services’ is framed through ‘solutions’; it outlines what the clinic offers.
In addition to creating clarity for patients, having these two separate pages also improves SEO.
Working with Preet was so enjoyable; her passion and professionalism was grounding and inspiring. As a woman, I also felt deeply connected to Embrace Physio’s mission. Thank you, Preet, for having me.