Mend

We looked at around 500 names. Some were more unusual, and a few needed a little explanation before you could see why they worked. We kept coming back to Mend because you understood it straight away.

Mend said something useful about what the team was there to do: help people recover and get back to their lives.

It also felt warm, was easy to remember, and came with a domain the founders could use: mend.nyc.

Guilherme gave the name an identity using PP Grafier, a restrained palette and generous space. We wanted Mend to feel like somewhere you could ask a question. The type and layout left room for the people and the information patients would be looking for.

We kept the guidelines short and practical. The team had a practice to open and patients to look after; using the brand needed to be one of the simpler parts of their day.

Someone arriving on the website might be in pain, unsure which practitioner to see, or trying to work out what a visit would cost. We wrote with those questions in mind.

Across five pages, we explained the care in everyday language and introduced each of the six people behind the practice. We wanted patients to get a sense of who they would meet, as well as what they could book. Insurance and billing had their own page, with the out-of-network arrangement explained before someone picked up the phone.

We built the site too. Jason worked on the words and the build, with Guilherme leading the identity and art direction. Both of us stayed close as it came together, working through how the pages read, looked and behaved on a phone.

Mend launched in June 2026. The team’s photographs followed in July, along with an additional practitioner booking link. We then handed the site files to the practice for its developer to maintain.

The team had a place to send someone who asked about Mend. Patients could meet the people behind the name, understand the care, and take the next step when they were ready.