Tenderling Design

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.

BACKGROUND

Introduce your business and what you do there.

When I worked with Tenderling Design I was the VP of Sales and Marketing for HRI Lodging, a management company for hotels.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

We were building a new brand for an independent, boutique hotel and spa that was being repositioned.

SOLUTION

What is the team composition?

The main contacts were Penny (Creative Director & Owner) and James (Creative Director), and they have a large team of people that help them create the assets.

How did you come to work with Tenderling Design?

They were a referral from a PR company I worked with.

What is the status of this engagement?

I’ve been working with them since June 2015.

RESULTS & FEEDBACK

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

They’re incredibly organized and meet deliverable dates without fail. In the beginning, they put together a great project outline and a timeline that made sense. They don’t pretend they can do a branding project in six days when they know it will take six months.

How did Tenderling Design perform from a project management standpoint?

Our communication was flexible according to whatever was appropriate for the phase of the project we were in. They provide diplomatic feedback. Branding projects require both a vision and a story that feeds into that vision. A lot of ideas will surface from a variety of parties and they’re good at sharing when things aren’t aligned. That’s absolutely key in this kind of work.

What did you find most impressive about them?

They’re professionals that understand the creative process. They’re also able to navigate through complicated, multi-layered approval processes and hierarchies. They understand the need to get buy-in and the time necessary to make the buy-in happen. The politics of branding projects weren’t an issue for them.

Are there any areas they could improve?

I don’t. I really enjoyed working with them and would recommend them.

Do you have any advice for potential customers?

There has to be chemistry and partnerships and I wouldn’t assume about anybody else’s process.

BACKGROUND

Introduce your business and what you do there.

I’m the corporate director of marketing from HRI Lodging, a hotel management company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

We had graphic design needs, ranging from support for our branded hotels to our lifestyle and independent hotels.

SOLUTION

What was the scope of their involvement?

We started by giving them details on what we’re looking for and what our operational needs are. From there, they come back to us with what they’re thinking for the brand story, visual story, and messaging creatively.

For our branded hotels, they need graphic design work that goes beyond our specific template. For the lifestyle and independent hotels, they work on full branding projects specific to their needs. 

What is the team composition?

We work with five people from their team. I work with James (Creative Director) and Penny (Creative Director & Owner). Someone also manages our retainer with them, along with two graphic designers. 

How did you come to work with Tenderling Design?

We’ve worked with them in the past, so we have continued to use them for all of our projects, mostly. We received an initial quote from them as part of the RFP process. They put together an extensive proposal that was itemized, so we could pick and choose what to move forward with. 

What is the status of this engagement?

We began working together in June 2015 and we continue to use them. 

RESULTS & FEEDBACK

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

We’ve had great success in working with them and developing a portfolio retainer. Since we don’t want our hotel teams spending time on graphic design, it’s been great using Tenderling Design as an extension of our own team.

How did Tenderling Design perform from a project management standpoint?

They’re great when it comes to being flexible and dealing with multiple leaders within our team that have different visions. We’re in communication with them regularly, at least weekly.

They can work directly with me and our hotel team depending on the needs. They also put together a spreadsheet of what they’re working on, what the status is, and what they’re waiting on. 

What did you find most impressive about them?

They really, truly care about their clients. For us, they understand the business process and know that there are multiple people involved in decisions. They are always game when changes come in or curveballs happen. They always do what they need to do—it’s been a great partnership. 

We don’t even look at them as an agency, they’re like a part of our team. We can bounce ideas off of them and find ways to cross-sell our properties. Other branding agencies have a lot of red tape, but Tenderling Design is always willing to jump in. Nothing ever feels out of scope for them. They’re proactive.

Are there any areas they could improve?

There’s nothing they could do better. They provide a unique experience as a boutique agency.

BACKGROUND

Introduce your business and what you do there.

I’m the manager and in-house counsel for a real estate management and development company based in Los Angeles.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

We were trying to rebrand the company and wanted to bring on a partner to help us with that process.

SOLUTION

What was the scope of their involvement?

They worked with us to rebrand several of our buildings as well as our overall corporate identity. We brought them on from the very first stage of the planning process in order to craft the right identity for our company and buildings.

It started with a series of interviews and questions that they asked us about the company and went through an iterative process from there. We took several weeks for each project to make sure that we were crafting exactly the image that we wanted to represent. They provided all of the logos, layouts, and other collateral for each of the rebrands.

What was the team composition?

Our main point of contact was James (Owner), but we also spoke with other employees in their office who worked together as a team on the project.

How did you come to work with Tenderling Design?

They worked with a competitor of ours in Hollywood, and we loved the work they did there and decided to give them a call. We were just as impressed with the interview and have used them ever since.

How much have you invested with them?

In total, the cost has been around $250,000.

What is the status of this engagement?

We started working with them in 2015 and are continuing the engagement.

RESULTS & FEEDBACK

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

All of their work has been excellent, and the results that they have demonstrated in terms of ratings, rents, and everything are consistently beyond our expectations. It has been an easy choice to continue working with them over the years because of how much value they are able to deliver.

How did Tenderling Design perform from a project management standpoint?

Their management of the project has been perfect so far. We use Asana to keep track of the project milestones internally and communicate with their team via email to make sure that everything is on track and running smoothly.

What did you find most impressive about them?

They have the really rare combination of being nice people who are actually brilliant at what they do. That skillset is hard to find in a third-party vendor and makes working with them incredibly easy for us.

Are there any areas they could improve?

No, I really have no complaints at all.

Do you have any advice for potential customers?

Whoever’s interested in working with them should start sooner than they expected so that you give them enough time to really come up with the best possible ideas for you. They do fantastic work, but they’re not magicians, so the more time you give them the better results you can expect.

BACKGROUND

Introduce your business and what you do there.

I work for a hotel management company that owns and manages third-party hotels. Most are branded, but we do have a few independent properties. I’m the corporate director of marketing, which means I support half of the portfolio with their marketing, PR, design, branding, and other creative needs.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenderling Design?

I had initially started working with them in the past for a singular project. They had also worked on one of our independent hotels. In the last two years, Tenderling Design has helped us establish a graphic design retainer that easily allows our hotels to reach out to them regularly.

A lot of times, hotels will take liberty themselves. Tenderling Design put on the professional touch to ensure all of our work is presentable and on brand.

SOLUTION

What was the scope of their involvement?

When I was first introduced to them, Tenderling Design was assisting us with a branding project in California. We actually brought them over to one of our properties in Richmond, Virginia, to help with the design of window panels during its renovation. We wanted to come up with a concept that was attention-grabbing and trendy but mirrored the building’s history.

For that process, their team scheduled a meeting with me to go over the project’s scope, deadline, and budget. They put together a proposal that I had the hotel team sign off on. After that, we had another meeting with the hotel team, where we brainstormed different ideas about the messaging. From there, they gave us our first round of drafts with four various examples within a week. Each example was unique, but we blended down to two options. After a few tweaks, the hotel team picked one.

With other projects, the team also helps with creating guest-facing and client-facing touchpoints through email blasts, flyers, seasonal menus, and logo design.

What is the team composition?

For that singular project, Penny (Creative Director & Owner) and James (Creative Director) were our primary contacts. Underneath them, there was a graphic designer that coordinated the project and feedback.

How did you come to work with Tenderling Design?

We actually priced out to two other companies. One was a hotel-related company that made big banners and those elements, and the other was someone the brand recommended. The brand recommendation was costly and wanted to charge hourly. The other option was reasonably priced, but we didn’t feel that they were creative enough.

What is the status of this engagement?

We started working with them in the summer of 2016.

RESULTS & FEEDBACK

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

I’ve worked with a few different branding agencies and graphic designers, but Tenderling Design has a lot of business, restaurant, and hotel experience. They went above and beyond other agencies.

Their team reached out to vendors to ensure that the correct specifications and colors were delivered, and they also walked them through any questions. They made sure that the window panels were correctly installed, and that the hotel team was pleased with it. From start to finish, Tenderling Design is hands-on.

For one project, we worked with a large agency for a hotel brand development project that involved naming and collateral development. When we got the final product that, there were no many points wrong. We couldn’t even get print products for the specs that the pieces needed to be created on.

We hired Tenderling Design for a secondary sub-project where they basically overhauled it to make it printable and production-worthy. They were great at guiding us on price points and negotiations. They went to the printers to make sure the colors were correct and were sensitive to our timing needs. Their team was dedicated to delivering what we envisioned. Without having an agency like Tenderling Design, I don’t think we would’ve ever been able to produce any of the things that the original agency came up with.

For that particular project, we still work with Tendering Design on building and enhancing new assets, even working with previous parts that the other agency made. That point in our relationship solidified all of our future projects with Tenderling Design.

How did Tenderling Design perform from a project management standpoint?

They perform great. I feel like their team keeps me on my toes. They send weekly status recaps and answer questions in a timely manner. Most of the time, they’re answering the same day. They can hop on a call, but also have the patience and willingness to sit down and explain their processes. They’re excellent at talking through their decisions to make their clients feel comfortable moving forward.

What did you find most impressive about them?

Their communication style is what I appreciate the most. They want to understand what we envision and what the goal is. The team at Tenderling Design works collaborating, giving us options and solutions that we weren’t even aware of. They want to know where our inspiration comes from.  

Are there any areas they could improve?

I don’t think so. As they start to become popular, they’re figuring out how to expand as a company. I appreciate that they still operate as a smaller boutique firm. I still directly hear from the owners, even as they grow their workload.

Do you have any advice for potential customers?

Always know your budget for creativity and production. Make sure you understand that before presenting all of the content. If not, communicate that to them and let them know what you need. They can provide support. Their team has given us support with stock imagery and photoshoots.

Streamline everything so that they have the freedom to put it together creatively. They’ll deliver what looks the best.