TLC Healthcare

TLC Healthcare has been recognised as an ABA100® Winner for Brand Excellence in The Australian Business Awards 2016. The Australian Business Award for Brand Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate excellence in brand management.

Founded in 1991, TLC Healthcare is one of the largest family owned providers of integrated aged care, primary care and training in Victoria. In 2014, TLC embarked upon a five step project to revitalise its branding, including a logo redesign and the development of an extended web presence.

To achieve this a new Executive Team was formed to develop a business plan that encompassed the creation of a new brand image across the entirety of the organisation. An emphasis was placed upon ensuring that the new branding represented the company’s mission and values; reflected the modern and innovative nature of TLC; could be adapted to include additional products; was referential to the previous brand; provided each location with an opportunity to have its own URL; and was appropriate to incorporate into a uniform range.

19 months was allotted for the project to progress from stage one to five. Stage one involved engaging a branding agency to redesign the TLC logo, this was of primary importance given that the resulting logo would form the basis for the remainder of the re-branding project. The final design was inspired by the Anemone (Windflower), which symbolises health, protection, healing and fragility. In general, green flowers can be symbols of life, new beginnings, health, resilience, wellbeing, renewal and optimism. The progressively growing curves of new growth symbolises the holistic and innovative business model and service offering of TLC, and its commitment to future evolution.

Concurrently to their logo re-design TLC engaged a digital design agency to renew their web presence (stage two), launching a new website that was updated to reflect their renewed brand identity. Stage three involved rebranding all company policies, stationary, promotional items, launching websites for each location and producing a marketing kit. This was then followed up by phase four, which saw the entire TLC team receive updated uniforms that reflected TLC’s new image. Stages one through four of the project were delivered on-time and on-budget, with stage five currently being undertaken as an effort to renew company signage.