Forging Connections and Collaboration on the Blockchain
At the onset of the project, naming became essential in preparation for the product launch. Together, we landed on TEND to represent the brand and its values of deep connection, personal growth, and ongoing care.
What initially started as a sophisticated wealth management app for merging financial accounts and gaining access to wealth related experiences slowly evolved into a blockchain-based experiential investment platform. TEND provides a re-focused perspective on wealth where experience and community—not financial performance—form the main focus. It solves for a radically changing consumer world of aspiration, positive consumption, experience-seeking, sharing economy and an asset-light lifestyle.