The past year Bending Design has been on a journey of self-discovery. I, along with my team, have spent a lot of time reflecting upon the kind of work we do, and with whom we do it. Over the last couple of years we’ve built a successful niche market working with medical associations, with clients such as The American Academy of Pediatrics, The American Diabetes Association, The American College of Chest Physicians, and the New England Journal of Medicine, just to name a few.

Time, experience and our clients have been our biggest teachers as we challenge ourselves by questioning our identity. We’ve been asking ourselves some tough questions:

Do we communicate our strengths clearly?
Do we make it easy to understand our expertise?
Do we need to make a shift in the translation of our value to the medical association community?

After months of careful consideration, our self-examination has led us to a resolution, a new state of being and some peace of mind. We have transformed our brand into a new name and a new identity:

Rx Creative Lab.
Focused, holistic communications for medical associations.



Please visit us at, and feel free to contact me directly at I am truly excited about the future, and I invite you to share in our journey.

Sharon Bending
President/Creative Director
Rx Creative Lab, Inc.