Tenderling Design

BACKGROUND

Please describe your company and position.

I am the Area Director of Sales & Marketing of DoubleTree Suites by Hilton Salt Lake City Downtown

Describe what your company does in a single sentence.

Globally recognized leader in hotels, resorts and travel. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Tenderling Design to accomplish?

• Update guest-facing collateral
• Rebrand Food & Beverage Outlets

SOLUTION

How did you find Tenderling Design?

Referral

Why did you select Tenderling Design over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Tenderling Design were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Tenderling has provided a wide-range of deliverables, including business cards, hotel room collateral, guest messaging templates, creative design and digital services. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Immediate feedback from team members and guests have been incredibly positive. Tenderling's quick assistance with ideas to generate revenue have had an immediate impact on our food and beverage outlets. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team at Tenderling are like graphic design concierges! They keep ME on track by gently reminding me of my own deadlines and expectations. I've never had to prompt Tenderling to meet a deadline or get back to me. 

What was your primary form of communication with Tenderling Design?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Having worked with multiple team members and owners at Tenderling, I'm always surprised at how "on-brand" their team is. I don't know where they find the kindest, most talented and fun people in their industry, but they do! No matter who you work with at Tenderling, you can count on a fantastic product from the best people. 

Are there any areas for improvement or something Tenderling Design could have done differently?

No. 

BACKGROUND

Please describe your company and position.

I am the Marketing Manager of Oil Nut Bay

Describe what your company does in a single sentence.

A full-service luxury resort with a private marina, dining, amenities, activities, and services, with limited freehold real estate opportunities and villa accommodations available.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Tenderling Design to accomplish?

• Website Re-design
• Brand Update

SOLUTION

How did you find Tenderling Design?

Referral

Why did you select Tenderling Design over others?

• Great culture fit
• Good value for cost

How many teammates from Tenderling Design were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Custom Responsive Website with Retina Resolution
• Redesign of Visual Brand Language
• Buy / Stay / Visit / Owner’s Portal
• Approximately 15 template types
• Easy CMS System (Advanced Custom Fields)
• Video Integration
• Google Map with Custom Overlay
• 2D Interactive Property Map Integration
• 2D Homesite Integration
• 360o Tour Integration (3rd Party Video Assets Necessary)
• Standard SEO Implementation
• Google Analytics Setup and Reporting
• ADA & Cookie Compliance (as Required)
• Transfer of Site to Client Server
• Quality Assurance, Debugging and Support for Website Launch

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Site Map Kick-off and Functionality List
• Revised Site Map Strategy
• Finalized Site Map and Initial Wireframing
• Revised Wireframing
• Finalized Wireframing + Initial Design Concepts
• Revised Design Concepts
• Finalized Design
• Initial Beta Link for Functionality Review
• Revised Beta Link for Full Review
• Final Beta Link for Full Review

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They delivered promptly and responded to requests adequately, and, at times, anticipated needs and were pre-emptive.

What was your primary form of communication with Tenderling Design?

Virtual Meeting

What did you find most impressive or unique about this company?

Great attention to detail. High quality of work. Great communication.

Are there any areas for improvement or something Tenderling Design could have done differently?

They're great!

BACKGROUND

Please describe your company and position.

I am the Director of Culture and Communication

Describe what your company does in a single sentence.

Multi-family development, construction, and management.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Tenderling Design to accomplish?

• Refresh our brand - logo, marketing material, social media
• Website refresh
• Create employee intranet

SOLUTION

How did you find Tenderling Design?

• Online Search
• Other

Why did you select Tenderling Design over others?

• High ratings
• Close to my geographic location
• Great culture fit
• Company values aligned

Describe the scope of work in detail. Please include a summary of key deliverables.

Tenderling walked us through refreshing our brand, including, but not limited to, the logo, websites, signage, business cards, social media, business development presentation slide decks, and an internal facing employee intranet. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Tenderling provided streamlined, professional, and elevated marketing material and websites, allowing our team a cohesive voice in our marketing and business development pursuits. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The biggest differentiator between Tenderling and other design firms is the Tenderling team. In addition to their incredible talent, the Tenderling team members are timely, professional, and kind. They did an excellent job of communicating project progress and working with our sometimes turbulent schedule. Tenderling did a great job of meeting us where we were. Sometimes, we needed to move quickly on a project, and sometimes, we wanted to do a deep dive, which would lengthen the project timeline. Tenderling was able to meet us at any pace we moved.

What was your primary form of communication with Tenderling Design?

• In-Person Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I was blown away at how engaged Tenderling was in getting to know us, our company, and our culture. They really took their time getting to know our people and our story so they could help us fine-tune our authentic voice—not just tell us what marketing "works."

Are there any areas for improvement or something Tenderling Design could have done differently?

No areas of improvement

BACKGROUND

Introduce your business and what you do there.

I'm the owner of a kids' brand I just launched.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

I needed help creating a brand around my vision for a line of kids' products.

SOLUTION

What was the scope of their involvement?

Tenderling Design has helped me with branding. Initially, we had a kick-off call to talk about my goals, mission, and expectations for the deliverables. Then, their team went through a design process and talked about what they would provide. They also gave me a proposal for the cost and the timeline. After signing the contract, we had two follow-up calls. Since then, Tenderling Design has delivered almost all the materials to be included in the final brand book creation and layout.

All the written content creation has been on me. Tenderling Design has just helped me with brand development, color selection, and illustrations.

What is the team composition?

The two owners, Penny and James, have worked directly with me on this project.

How did you come to work with Tenderling Design?

Tenderling has worked for our hospitality company for quite some time now on the branding side, so we were already familiar with them. They had become dear friends of ours within our other company, so I talked about the other products I wanted to launch, and they were interested in helping me.

How much have you invested with them?

We've spent around $5,000.

What is the status of this engagement?

We started working together in September 2024, and the engagement is ongoing. We're still in the final stages of the engagement.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The quality of Tenderling Design's work is great.

How did Tenderling Design perform from a project management standpoint?

They deliver on time and within budget, and we communicate well. We use Microsoft Teams, phone, and email to communicate.

Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

Penny and James have been both amazing, so I want to give them a shout-out. They've taken on the project as if it were their own, and they're extremely creative individuals. They provide great presentations and keep up with the deliverables. Overall, I appreciate working with them.

What did you find most impressive about them?

I would give them perfect ratings for their quality, deliverables, and organization.

Are there any areas they could improve?

There's nothing I’d have them improve.

Do you have any advice for potential customers?

The more feedback you can give them in terms of the design process, the better. They like to be part of your overall vision so that they can execute and deliver the best results.

BACKGROUND

Please describe your company and your position there.

I am the Senior Marketing Manager for an expansive urban resort, delivering curated experiences, endless event space, museum-grade art collection, fine dining, and a resort pool complex.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Tenderling Design, and what were your goals?

We needed to create a showcase video to unveil at a large convention. This video footage would be used to inspire group travellers to book their reservations ahead of their conference dates.

SOLUTION

How did you select this vendor and what were the deciding factors?

Tenderling came highly recommended and had previously worked with Hilton Anatole to create a Hilton EventReady video in December 2020.

Describe the video(s) and the process in detail, including the project steps and all stages of production.

We started with a full property tour to highlight the areas we were interested in capturing. As we walked the space Penny and Eliza were extremely helpful and instrumental while sharing their best practices and creativity. On the day of the shoot Penny, Eliza, and the video crew took full control - making this an easy and fun process for the Hilton Anatole team. We divided and conquered setups, shot ideas, etc.

Who did you work with and what was the feedback process like?

We worked with Penny and Eliza directly from beginning to end. Eliza was great at keeping the shoot organized and on time. Penny shared her creativity and kept the video crew focused. Penny also secured the model talent and we were thrilled to see the results.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have showcased the It's All Right Here video at conferences and on screen at Hilton Anatole. It captures the entire property and communicates exactly what Hilton Anatole has to offer.

Describe their project management style, including communication tools and timeliness.

Tenderling was very transparent and communicated with ease. We were constantly updated. Our brainstorm sessions were seamless and Tenderling truly adapted and delivered with our quick deadline and limited resources.

What did you find most impressive or unique about this company?

They made our shoot a priority in order to reach our rushed deadline. Their attention to detail and professionalism eased our stress while we were under deadline.

Are there any areas for improvement or something they could have done differently?

No, we enjoyed working with Tenderling and hopefully we'll have the opportunity to partner in the future.

BACKGROUND

Introduce your business and what you do there.

I’m the managing director at a center for architecture at a large university.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

We hired them for graphic design services for a publication.

SOLUTION

What was the scope of their involvement?

All of our projects with them are graphic design-oriented. At this point, they’ve designed about 5–6 books for us that are meant to appeal to different audiences. I continually go back to them with new projects.

When we’re starting a new engagement, we come together to collaborate. Because we’re a school for architecture, people on our end come to the table with pretty strong design opinions. However, none of them are graphic designers. We approach them with all the text content and images for them to examine.

From there, they produce 2–3 design proposals or direction options. Based on our feedback, we select the strongest direction and refine the concept together. Then, they put all of the content together in one big proof. After a few last tweaks, we’re good to go.  

What is the team composition?

We work mainly with two points of contact. However, we’ve also work somewhat consistently with two additional resources.

How did you come to work with Tenderling Design?

As a nonprofit, we felt that our projects were put on the backburner by past design partners because we weren’t their high-dollar clients. We were working to keep an ongoing list of other designer options because of that. 

How much have you invested with them?

On average, we spend about $10,000 per project.  

What is the status of this engagement?

Our first project started in the spring of 2013, and our work together is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I find fewer errors and areas for corrections when I work with their team rather than another design partner. We can tell that they’re paying super close attention to the content that we’re giving them. We’ve also won a few book awards on books they’ve helped us with. Some of the criteria for the awards are based on the visual aspects of the publications, which are totally determined by their team. 

How did Tenderling Design perform from a project management standpoint?

They made us feel like a priority by turning our projects around efficiently, which was quite refreshing. Typically, we meet in-person 4–5 times for each project we take on together. Whenever we have to pass paperwork back and forth, they’re super personable. They’re responsive, making sure that we have all the materials we need. In that arena, they’ve picked up the slack that isn’t even under their purview. That goes above and beyond in my mind. 

What did you find most impressive about them?

We enjoy their welcoming, warm personalities and their openness to criticism. They’re able to synthesize our constructive feedback and apply it effectively in their work. I’ve also liked seeing their design work evolve over time. Their unique style is still visible, but they’ve grown and become more sophisticated over time.  

Are there any areas they could improve?

We’ve had a few stumbles over the years, and they’ve always handled issues gracefully. They were truly committed to fixing issues throughout the whole process. None of those issues were their fault to begin with.

BACKGROUND

Introduce your business and what you do there.

I’m a senior marketing associate handling third-party marketing acquisitions for Greystar. We’re a real estate company. I’m in charge of all the marketing initiatives for our 40 properties across southern California.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

We used them for brand exploration, design, and collateral.

SOLUTION

What was the scope of their involvement?

First, if our client doesn’t have a name, Tenderling will do brand exploration with them. Then, they’ll identify their end-goals and target demographics. The next steps are the logo development, color selection, and splash page development. The splash page is like an interlude website that then leads to full website development. Finally, we’ll do collateral including brochures, sales sheets, business cards, and stationary. We’ll usually hold onto Tenderling on retainer for at least one year to make website edits.

What is the team composition?

We work with 4-5 people. What I love about Tenderling is that you get James and Penny. We’re not working with a project manager that James (Creative Director & Owner) and Penny (Creative Director & Owner) have assigned to our portfolio, which happens with other agencies. We’ve really gotten to work with James and Penny, and they’ve sought out their vision since the beginning. They also have someone assist them in making sure all our tasks are being done.

How did you come to work with Tenderling Design?

They were brought to my attention by another of my clients. Moving forward, they’ve always been one of my top choices whenever I needed to brand a new building or reposition a building.

How much have you invested with them?

We’ve spent over $200,000 with them.

What is the status of this engagement?

We’ve been working together since June 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their websites are extremely easy for us to use, both beautiful and functional. Greystar is very particular about how they integrate with vendors, and Tenderling has become such an easy partner to work with our Greystar systems. On our side — the management side — making edits is seamless. We just have to email them to Penny. On the client-side, leasing is our main focus and the websites are beautiful. You usually don’t see these kinds of websites so you know they’re custom. Every little nuance that we decide to edit or change has a story behind it, which I think is really important when developing a brand. Tenderling doesn’t just slap up a template.

How did Tenderling Design perform from a project management standpoint?

They send a reminder out every Monday reminding us of the tasks that still have to be completed. If I need to make changes or day-to-day edits, then James handles the website and creative on most of my portfolios, while Penny handles the content. If I email them, James or Penny will respond within 30 minutes or less; it’s one of the reasons we love working with them. My clients don’t want to wait three days or a week for a response.

What did you find most impressive about them?

All the third-party clients I handle are every different. Right now, in downtown LA, we have a lot of new development but we don’t have a lot of agencies that are willing to bend over backward or make highly custom things. Tenderling really does that for our clients, though. They stay focused throughout rounds of edits, even when we go back and forth 9-10 times. They tailor every site to our customers’ needs.

As people, James and Penny’s ethics go into the business. Additionally, design is about perception, and Tenderling is able to collect all the opinions and package them into a website or a sales sheet and make people happy.

Are there any areas they could improve?

Communication and making the client happy are the two biggest things for me, and Tenderling has an amazing reputation. I don’t have anything for this.

Do you have any advice for potential customers?

Be as open and creative as possible because they’ll help you achieve your goal.

BACKGROUND

Introduce your business and what you do there.

I’m a former marketing manager at Fairmont Austin. 

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with Tenderling Design?

We hired them to help with the brand direction of the hotel as well as graphic design. 

SOLUTION

What was the scope of their involvement?

They assisted with branding, including colors, verbiage, website direction, and graphic design collateral. Their team quickly became an arm of our marketing department. 

We initially met with them to discuss who we were. They helped us find messaging that spoke to the Fairmont umbrella brand but also showed how our location is unique. 

We had them assist us with the creation of all our graphic design products. This included in room collateral like dining menus as well as informational guides and promotional materials. We used their designs for our opening event invites. They also made printed sales folders for our team that laid out all the hotel information. 

What is the team composition?

We worked with 3–4 people including Penny, James, and a graphic designer. 

How did you come to work with Tenderling Design?

We sent out a request for proposals. Tenderling Design outshined the other vendors because of their familiarity with the local market and their personability. 

How much have you invested in them?

We had them on a quarterly retainer, but I’m not sure how much we ended up investing. IT was somewhere between $10,000–$50,000. 

What is the status of this engagement?

We started working with them in August 2016. I’m no longer at Fairmont Austin, but I believe the company is still working with them. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They assisted in the creation of the Fairmont Austin spa. They used lavender icons and artwork to evoke a relaxing atmosphere. They also created a star pattern that we could use on a variety of materials. The design gives a sense of Texas, with a more luxurious feel. Overall, everyone loved their design direction and the products they provided. 

How did Tenderling Design perform from a project management standpoint?

They performed wonderfully. Our in-house marketing team was only two people, so having their support was very helpful. They consistently remained organized and made sure the project timelines were met. If we were running behind on anything, they were very good at giving updates and providing task timelines. 

We had an ongoing task project task scheduler that they continually updated. It gave an overview of the quarterly schedule. So they really kept us on track.

What did you find most impressive about them?

They were an absolute dream to work with and felt like part of our family. The team was a breath of fresh air that helped us stay organized and positive throughout the whole process. 

Are there any areas they could improve?

No, I don’t have any areas I think they can improve. 

Do you have any advice for potential customers? 

I would just say reach out to them, and they’ll ask the right questions to dig deep into your branding. Be open to telling them exactly what you’re looking for.

BACKGROUND

Introduce your business and what you do there.

I’m the director of the Center of American Architecture and Design at the University of Texas at Austin. We hold symposiums, conferences, exhibitions, and publications on behalf of the school.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

Every couple of years, we put out a publication called Center. It is a book series that’s a big production with high design. It carries a large part of prestige for that school.

SOLUTION

What was the scope of their involvement?

We contact them with an outline of the project. For example, we detail how many pages, articles, and illustrations. We discuss their time commitment and big ideas. Within a few weeks, we’ll meet and go through three to four rounds of early design options. After choosing the direction, we refine it until we have the finished product. The team also helps with printing and quality control.

What is the team composition?

There are usually about four or six people in the office. I’m generally working with one principal and one staff person.

How did you come to work with Tenderling Design?

I can’t remember, but we were working with a bigger firm that was getting more expensive and more difficult to access. I’m not sure how Tenderling Design came on our radar.

How much have you invested with them?

For each issue, we’ve spent between $10,000–$12,000.

What is the status of this engagement?

Our engagement with Tenderling Design started in 2012. Each book takes about a year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Tenderling Design is full of extraordinary designers and producers. Since the engagement started, the team has helped with multiple volumes and has won major graphic design prizes. They’ve won the Independent Publisher of the Year Award and a gold medal for “The Secret Life of Buildings.”

They’re currently working on our latest issue that focuses on the theme of air movement and quality. It’s really beautiful so far.

Whenever we’ve had to do competitive bidding, they’re always the most competitive. Tenderling Design is also women-owned. We’re proud of that.

How did Tenderling Design perform from a project management standpoint?

From a project management standpoint, they’re really great. If we need them to go faster, they can work faster. We’re one of probably ten projects they have going on, but they’re tremendously responsive to everything. I’ve never had a problem with that.

What did you find most impressive about them?

The Tenderling Design team is full of great designers. Their design expertise is matched by their technical knowledge of the production process. We’ve only used them for print design, and they’re real connoisseurs of print typography, typeface, binding, and print quality.

I believe we’re their only book client. Most of the other clients are doing promotion packages and annual reports. They’re just wonderful artists that get the feel of the subject matter every time. They take client suggestions into account as well.

Are there any areas they could improve?

No, I wish them well. I think they need to be bigger, but they’re really top-notch. I can’t think of anything I’d improve.

Do you have any advice for potential customers?

I don’t think they’re hard to reach or accessible. If you talk to James (Creative Director) or Penny (Creative Director & Owner), they’re in close communication. There’s a feeling of harmony and enthusiasm. The people that work for them are very loyal. It’s a great atmosphere. Pick up the phone.

BACKGROUND

Introduce your business and what you do there.

We are a residential real estate investment advisor, and I am the director of communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

They handle a variety of design services for our larger corporate brand as well as some of our individual properties.

SOLUTION

What was the scope of their involvement?

Their work includes brand consultation at a corporate level, branding work for some of our individual properties, and broad support for the art and design in our website, marketing collateral, and investor presentations.

They also handle SEO for our website and general troubleshooting for some of the technical issues that arise related to our internal design software. The SEO work is focused on internal changes to our website such as alt text that help us to improve our performance on the keywords that we have already targeted.

What was the team composition?

From their team, I work with five people, including the principals and three designers.

How did you come to work with Tenderling Design?

I have partnered with their team off and on for close to 15 years, so I knew about them and the quality of work that they can provide when I had this particular need arise.

What is the status of this engagement?

This partnership began in July of 2011 and is still ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We don’t track any direct metrics from their work since it doesn’t directly result in any kind of sales, but their work has been really well received by my entire team, all the way up to the CEO. Their quality of work is just consistently above the standard for their industry.

How did Tenderling Design perform from a project management standpoint?

They do an excellent job of managing all of their work. The whole team is extremely proactive and responsive, and I’ve never been put in jeopardy in any way because of any mistake on their part.

What did you find most impressive about them?

Balancing a very refined design sensibility with the ability to execute specific business needs is a very difficult thing to accomplish, and many agencies are either too stubborn to budge on their principles or don’t quite have the right design chops. Tenderling Design walks that line perfectly and delivers exactly what you’re looking for every time.

Are there any areas they could improve?

I really can’t think of anything that they should be doing differently.

Do you have any advice for potential customers?

Start small to test out the relationship and expand your partnership from there if you like how they work.