Giving Pediatric Telemedicine a Human Touch

A deep dive into our strategy and design efforts.

Jan 8, 2019 · 5 min read


Mend by Tend (formerly PomDocs) is a pediatric telemedicine platform that was in dire need of a clean slate. After conducting research into the telemedicine industry, we realized the industry lacked a brand with a “human touch.” We found most telemedicine brands were sterile and didn’t center their messaging around patients. We set out to create a new brand that could fill the human gap prevalent in the telemedicine field.


We didn’t want to redesign the brand in a way that could alienate or confuse existing users of the platform. As an added challenge, we also had to improve the internal processes of the organization to fit the new positioning of the brand.


The founders wanted us to create a brand that stood out amongst competitors. We needed to push the envelope in an industry that played it safe. The goal was to create a timeless brand that could earn the trust of pediatric doctors and parents.

Mission Statement

The founders were well informed on their target audience but lacked the right messaging to attracts users to their platform. It was important for us to craft a mission statement that spoke to the end users —pediatric doctors and parents. The brand had to be positioned in a way that resonated with both sides.


Naming + Slogans

mend x tend. Mend by Tend? Mend Extend? Mend x Tend.

Logo + Visuals

It was important for the logo to evoke a warm and positive emotion. To create the logo, we combined the main components of the brand: telemedicine, care, and people. The result was an icon that is easily recognizable and symbolic of the brand’s mission.


To capture the “human touch” essence, we hand-drew all the icons for the brand. This allowed us to bring an organic and empathetic touch to an otherwise sterile topic and make the brand stand out amongst the sea of overused stock medical imagery and iconography on the web.

A screenshot taken from the website.

Brand Guide

As we do with all of our clients, we developed a comprehensive brand guide to outline all the elements of the brand. The brand guide included the entire design system for Mend by Tend to draw from as they expanded their business and their services.

The brand guide includes many elements of the brand including mission statement, slogan, fonts, color palette, iconography, and imagery.


Our goal was to develop an intuitive experience for both patients and doctors. We designed the site so that it was functional across devices and catered to our end users. To view the full website, visit

Screen captures taken from Mend by Tend website.

Behind-the-Scenes Process Improvement

Human interaction lies at the core of everything Mend by Tend does as a technology platform and a company. We wanted to improve the team’s efficiency by automating scheduling and follow-ups. To achieve this, we set up Typeforms and integrated them with Calendly. For added security, we stored all the information we collected in HIPPA compliant servers.


Our efforts allowed Mend by Tend to evolve as a brand with a clear path to becoming a household name in the healthcare industry.

Thanks for reading our case study! If you’d like to work together, please email us at

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