Tend: Clinical Imagery
Good news, it’s a new day in dental
With your teeth and tongue, you eat and talk. With your lips and gums, you kiss and smile. People really care about their mouths. But they don’t like going to the dentist. And for good reason. Lack of trust. A feeling of being judged. An expectation of discomfort. Dentists recognize these frustrations. They know dental isn’t working the way it should. And they, too, want to make it better. That’s why we decided to remake the entire experience, from molar to incisor.
Role: Brand, Photography, Videography Creative Direction/Senior Art Direction + Lead Design | At Tend, I was hired as their first founding creative to build their in-house brand design team, as well as help define and shape the brand visual identity from before launch through their first three studios.
For the Tend website and marketing materials, we needed to convey the unique customer journey and all the services we have to offer. We decided to highlight the guest and clinical staff relationship, to ease the fear of judgement and the unknown (the #1 fear in the dental world).
In the clinical photography dentist and hygienists are pictured in an approachable friendly nature. Guests and clinical staff are shown on similar eye levels to create a level of trust.
Videography shows key moments of the Tend experience, to set expectations and ease anxiety for new and potentially new guests.
1) You’ll be welcomed by a friendly face at the check-in counter and handed a toothbrush and toothpaste of your choice to get started.
2) Then you’ll be guided to The Brushery, where you’ll have a moment to freshen up before your appointment.
3) Then you’ll meet your hygienist who will give a cleaning that's as gentle as it is thorough.
4) If needed, you’ll receive x-rays done in seconds instead of minutes, with 80% less radiation, plus digital imaging.
5) Then your dentist will arrive to discuss any of your concerns with you.
6) Then you’ll get a private moment to freshen up in your space and grab some free goodies.
Outcomes: $73M raised from Seed through Series B
Awards: Red Dot Award, Tend Brand Identity, Communication Arts Design Finalist: Tend Brand Identity, ADC One Club Merit: Tend Studio Design
Role: Brand, Photography, Videography Creative Direction/Senior Art Direction + Lead Design
Collaborators: Stephan Hoefnagels (SVP of Design), Devin Kelly (Art Director/Senior Designer), Brayden Olson (Brand Photography), Wheaton Simis (Videography)