ON-THE-GO audit: TEND & the power of color
Tend brings a bold promise to the field of dentistry: there, you can actually “look forward to the dentist.” Everything you dislike about dental visits is reconsidered. Born anew. So it’s no surprise that its visual identity is meant to feel fresh and modern, too — the opposite of a beige-on-beige waiting room from the ‘70s with uncomfortable chairs and out-of-date magazines.
The look is clean, slightly retro-modern, and centers around a soothing more-muted-than-minty green color. The brand’s discipline in following its color palette allows it to stand out, as evident in these shots from Tend’s office in the Colony Square area in Midtown, Atlanta.
On the Tend website, the green is less prominent. A complimentary taupey-brown color introduced, mostly for copy, perhaps to compliment and give a little break from the Tend Green. Messaging is simple, and it ladders back again directly to its brand promise.
On the social side (the brand utilizes both Facebook & Instagram), the brand comes to life in ways that are useful and aligned with its brand identity. It’s a channel where the brand can just give more of what they’re all about, in real time. This plays out in many ways, from the the photo styling and types of talent used to its (still-curated) embrace of more casual (almost user generated-looking) content.
It’s not an easy feat. Elevating dentistry to the realm 'of “Wellness” gives Tend many more content territories to play around in to make its tone of voice come to life.
If it sounds simple — that’s good! Because it can be, when the brand’s strategic and creative direction is clear and easy for all internal brand-builders to follow and tend to — pun intended. Tend serves as a good example of how bold brand promises, executed simply and consistently (across all channels) can have real impact.
This is the type of strategic & creative alignment that some clients tend — help, we can’t stop! — to overlook far too often.
How would we rate Tend, in this On-the-Go Audit?
BETTER — following our rating system of Good > Better > Best
