Look forward to the dentist.

Going to the dentist doesn’t have to bite

NPS (Net Promoter Score) is a way of measuring how much someone enjoys your service. It’s scored out of 100, with 100 being the highest. Dental services usually score a 3. But in my time at Tend, that changed. By creating an experience people could actually look forward to—seamless online appointment management, beautiful studios, amazing dentists, and a brand narrative that championed wit and built anticipation, Tend is miles ahead.

As Associate Content Director, I wrote and evolved our brand story and executed assets that complemented our physical experience to inspire loyalty. This included brand narrative construction, naming for physical spaces and product, platform-specific strategic work, and well, everything else. At Tend, we don’t just clean smiles, we inspire them. Here’s the brand story that appears on the site.

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. Feeling judged. 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 our team decided to remake the entire experience. We combine treatment you trust with a team who’ll never judge, an environment that soothes, and products that delight.

We want you to feel amazing about your oral health. Not just twice a year, but every time you take a bite, tell a joke, laugh, or share a kiss.