content strategy for mission-driven organizations, brands, and people


Tend connects professional caregivers with people who need in-home care. The Australian-based company and app launched in 2017.

Empowering older adults to age exceptionally

Empowering older adults to age exceptionally

Too often, products and companies for older adults make aging seem like a burden. After exploring (and getting discouraged by) what the current in-home caregiving market had to offer, we decided to build a brand around the empowering message of aging exceptionally. Tend celebrates this stage of life with an uplifting branding and name. We then built a website that captured Tend’s positivity, both in design and content.