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Concept study · fictional brand

Tendlane is not a real company. We invented it to show our process and what a finished kit looks like. Read the note.

Concept study · Health-tech scheduling and route planning for home-health agencies

Tendlane

Less windshield time. More care.

Package
Signature
Industry
Health-tech scheduling and route planning for home-health agencies
Place
Birmingham, Alabama
See the mockups Palette and type
Tendlane brand board: heart-and-route logo, the line Less windshield time. More care., Sora and Manrope type samples, a seven-color plum, coral, marigold and mint palette strip, and two phone screens from the nurse app on a plum panel.

The brief

Challenge, idea, audience.

The challenge

A seed-stage Birmingham health-tech team builds AI scheduling and route planning for home-health nursing agencies. Software in this space usually looks like cold hospital blue, and its buyers are busy schedulers who need to trust a product in a minute. The brand had to feel warm and dependable while still looking like modern software.

The idea

Give the visit its time back. The identity turns the route into a heart: one round-ended line loops around a dot, the patient's visit. Deep plum and a bright coral signal replace hospital blue, and a lane pattern shows the road without the traffic.

The audience

Operations directors and schedulers at mid-size home-health agencies in the Southeast. Secondary: nurses using the phone app. Tertiary: investors following the story.

Personality

  • Warm
  • Steady
  • Plain-spoken
  • Energetic

Name health check

Does the name hold up?

Screened six coined names (Tendlane, Waymend, Visitry, Kindroute, Pacewell, Roundwell) with two web searches each plus domain lookups: Visitry, Pacewell and Roundwell were already taken, and Waymend and Kindroute have live .com sites. No identical company named Tendlane turned up in software, health or scheduling as of September 2026 (tendlane.com shows only a suspended hosted app), so a formal trademark search is the next step.

A name check looks at

  • Public trademark records
  • Domains and handles
  • How the name sounds aloud

A screen like this is not legal clearance. Before a launch, a trademark attorney should confirm the name.

Logo suite

Each mark, on its own ground.

Outlined vector files, so nothing depends on an installed font. Each tile shows the file on the background it was drawn for.

Tendlane primary logo
Primary logoShown on #FBF7F3
Tendlane route heart mark
Route heart markShown on #FBF7F3
Tendlane reversed
ReversedShown on #2A1741

Color

The palette, with roles.

Click any value to copy it. Ratios are WCAG 2.x contrast, computed from the colors shown.

  • 38%

    Plum Ink

    Primary · 38%

    HEX
    RGB
    CMYK
  • 30%

    Milk

    Ground · 30%

    HEX
    RGB
    CMYK
  • 12%

    Oat

    Soft neutral · 12%

    HEX
    RGB
    CMYK
  • 8%

    Signal Coral

    Signal · 8%

    HEX
    RGB
    CMYK
  • 4%

    Coral Deep

    Text-safe coral · 4%

    HEX
    RGB
    CMYK
  • 4%

    Marigold

    Highlight · 4%

    HEX
    RGB
    CMYK
  • 4%

    Mint

    On-time status · 4%

    HEX
    RGB
    CMYK

Checked pairs

PairRatioLevel
Body text#2A1741 on #FBF7F315.2:1AAA, all text
Links and accent text#B5382A on #FBF7F35.5:1AA, all text
Buttons on Signal Coral#2A1741 on #FF6B575.8:1AA, all text
Accent text on the site's ivory#B5382A on #F4EDE05.1:1AA, all text

Typography

Sora with Manrope.

Sora · display

More time with patients.

Headlines, numbers and the wordmark

Manrope · text

We plan the route. You keep the visit.

Give the visit its time back.

Body copy and interface

Voice

How the brand sounds.

Say

  • Shorter drives, steadier days.
  • Plan the week in one place.
  • Time for the visit.

Avoid

  • Revolutionary or disruptive
  • 10x and game-changing
  • Vague promises about AI

A sample line

“We plan the route. You keep the visit.”

Mockups

In the world.

Select an image to enlarge it. Use the arrow keys to move between images and Esc to close.

Tendlane letterhead, a plum business card with the reversed logo, a white card back with contact lines and a coral edge, and a coral envelope with the heart mark, laid on a warm textured surface.
Stationery
Six Tendlane social posts in a grid: a hiring post, a scheduler feature post with a route map, a coral values post reading The best route leaves time to listen, a nurse app post, a windshield time explainer, and a Made in Birmingham post with the lane pattern.
Social posts
Tendlane scheduler dashboard with a nurse-by-hour schedule and a suggested swap, beside three phone screens of the nurse app: today's route, a visit detail, and a route-updated alert. Sample data only.
App and dashboard
Tendlane homepage in a browser frame: headline More time with patients. Less time on the road., a coral call to action, and a phone showing today's route on a plum panel with the lane pattern.
Website
Tendlane conference booth: a large plum backdrop with the logo and headline, a milk-colored counter with a tablet and brochures, a coral pull-up banner reading Less windshield time. More care., and a marigold stool.
Conference booth
The Tendlane lane pattern in three colorways, plum, coral and milk: parallel road lines with a dotted center line and colored stop dots.
Lane pattern

Deliverables

What Signature includes.

  • Strategy brief
  • Name health check
  • Logo suite and app icon
  • Color palette
  • Type pairing
  • Voice guide
  • Social templates
  • Stationery
  • App and dashboard styling
  • Website design
  • Booth graphics
  • Lane pattern
  • Mini guidelines

Ready when you are

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Pick the package that fits where you are. Prices are published, and you will see three directions in week one.

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