org social & OOH & branding
TEND DENTAL
OOH
Leads gathering campaign for Tend. The concept revolved around everything you would rather do than go to the dentist, but Tend subverts these excuses. The aesthetic concept was intended to bolster this by using bold, in-your-face typography for the negative excuses and Tend’s gentler, serif font for the positive points. Color was used to highlight the phrase “I’d rather go the dentist” as a little bit of sublimial messaging (wink wink)
Branding
I worked as the lead designer on the clinical recruiting program at Tend, which focuses on recruiting quality talent for the studios. As the design leader my responsibility was to expand and refine brand guidelines for clinical recruiting assets that kept the same spirit of Tend but with a more scientific and clinical feel.
Organic Social
I worked as lead designer on Tend’s organic social content making static and animated social posts and stories for @hello_tend. The content strategy was to own the concept of soothing. Active soothing, not passive soothing. Soothing through education, soothing through humor, soothing through cute photos of dogs.
