◯ A new approach to pelvic floor health
MyVlow is a physiotherapeutic practice in Frankfurt, Germany, specializing in pelvic floor health, that sets out to close the current care gap and destigmatize pelvic floor health.
Role & Services
Brand strategy
Brand design
Web design
Project category
physiotherapy, female health, health care
Credits
Photography by Maike Grimm+ Maya David
Website copy by Lisa Klocke
Website
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The Strategy
Having worked as a physiotherapist and pelvic floor specialist for many years, MyVlow-founder Annika witnessed pelvic floor health being widely neglected and stigmatized. So when she first approached me, Annika came armed with a plan, a whole lot of determination and an incredibly important idea of creating a physiotherapy practice that closes the existing care gap and destigmatizes pelvic floor health.
We worked together on creating a strategy for turning MyVlow from an idea into a brand. Some of the key components we worked on were:
the MyVlow target audience and what matters most to the patients
the MyVlow culture and how the team can embody that
how MyVlow can strike the balance between medical professionalism and a modern human-centered approach to health
Defining the tone of voice for MyVlow
Clarifying these things early on in the founding journey allowed Annika to move forward with clarity and hire team members who are completely aligned with the MyVlow mission.
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Creating a safe space
Seeking help for pelvic floor issues is intimidating, so MyVlow aspires to be a safe space that makes patients feel welcome, supported, and empowered. It is not another typical sterile physio practice with doctors’ office vibes. We took cues from the wellness and spa industry in terms of comfort and style, to allow for open communication. At the same time, MyVlow is not a wellness studio, but a highly specialized interdisciplinary hub for pelvic floor health.
Combining elements of both worlds and striking the balance between medical professionalism and a modern human-centered approach to health has been a key component of the strategy.
MyVlow provides a safe space where patients feel welcome and accepted, while receiving expert, holistic support to help them confidently take back control of their lives.
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The Brand Design
With so much stigma attached to the topic of pelvic floor health, it was important to create a brand design that feels calming, approachable, and human, while still showing the level of highly specialized medical expertise. Finding the right balance between a breezy ambiance and medical professionalism became the key to unlocking the look of the brand. I combined a very clean geometric illustration, straightforward but elegant typography with a soothing color palette and warm textures.
The custom illustration is inspired by the human pelvis, which is reminiscent of the shape of a butterfly. Since supporting patients in their transformation to a more confident and free life is at the core of the MyVlow mission, it was the perfect symbol for the brand.
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The Website
Because pelvic floor health is a highly specialized and sensitive topic, it was important to give ample information on the website, without being overwhelming or intimidating.
My challenge was to structure the wealth of information and content in a way that feels light & intuitive rather than intimidating. I made various code customizations to improve the user experience, such as adding a custom navigation menu that makes browsing the site a breeze.
Subtle decorative elements such as textures make the website carry the same inviting and light feeling as the practice rooms themselves, so it’s a seamless experience between on- and offline.
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The Brand in Use
From custom stationery to the MyVlow slogan “Let’s talk about Beckenboden” (“let’s talk about the pelvic floor”) on the wall, the brand design has to be adaptable for many use cases. I always present my clients with a plethora of ideas for utilizing the design in the real world. Flyers, appointment cards, and other printed promotional materials are especially important for MyVlow to create a rich experience throughout.
The Practice
Creating the brand identity early on in the founding process of MyVlow served as a jumping-off point for other experts and creatives to come in, such as the architect and interior designer. Of course, they all brought their own unique flair to MyVlow, but having the brand strategy and the visual identity in place helped to keep everything cohesive and aligned with the MyVlow mission. The result is an immersive experience that creates the space for open communication, a feel-good atmosphere, and taking care of what matters most: your health. Take a look at the final result!
Photographed by Maike Grimm.
“I would recommend Sara anytime – as her work was just so valuable and our collaboration was inspiring. I am a fan of the fact that the schedule and due dates are easy to follow and can be viewed at any time. This way, I was always able to schedule the collaboration well into my daily routine.”
Annika Mewes, MyVlow
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