TLC Engineering Solutions:
Unifying Brand and Culture Through Think. Listen. Create.
Elevating an Industry-Leading Engineering Firm
The Blueprint & Structure of the Brand
TLC Engineering Solutions had long been recognized for delivering high-performance environments—its technical prowess and client-first focus earned respect across architecture and engineering circles. Yet despite its reputation, an unsettling question lingered: What does “TLC” actually mean? Was it simply shorthand for the founders’ initials, or did it embody something more profound? That ambiguity diluted both client perception and internal alignment.
In partnership with our internal team, we launched a comprehensive brand strategy and cultural-alignment initiative to clarify the “TLC” nomenclature for all external audiences, reinforce a single, unifying purpose for every team member, and embed the new brand DNA—Think. Listen. Create.—into hiring practices, performance evaluations, and client engagements.
These efforts laid the groundwork for a seamless transition from acronym confusion to a clear, purpose-driven identity that energized staff and resonated strongly with clients. By the end of 90 days, TLC’s leadership reported renewed confidence in the brand and saw measurable improvements in both employee engagement and client satisfaction.
TLC Redefined:
Turning Brand Ambiguity into a Clear, Cohesive Story
For years, TLC Engineering Solutions carried a name that people recognized—but few understood. Some assumed “TLC” meant Tender Loving Care, while others linked it to the founders’ surnames. Internally, staff debated whether those initials held any deeper meaning. This confusion distracted project teams from highlighting what really set the firm apart. To sharpen our message, we redefined “TLC” as Think. Listen. Create. and wove that framework into every aspect of the business.
Think:
We placed “Think” at the base-right of our new triangular logo to symbolize a commitment to analytical rigor and innovation. Job postings now call for candidates who can “think through complex technical challenges,” and new hires attend a Think Lab to tackle realistic scenarios before offering solutions. In performance reviews, the “Think” criterion of our TLC Scorecard measures how well employees anticipate risks, suggest alternatives, and contribute efficiency- or sustainability-driven ideas. Managers also hold dedicated “think sessions” before major design reviews to ensure assumptions are rigorously tested.
Listen:
The base-left corner of the triangle carries “Listen,” reminding everyone that empathy must come first. Every newcomer completes a Listening Tour, shadowing kickoffs and running mock client interviews to master open-ended questions and active listening. Our TLC Scorecard rewards documented instances of capturing stakeholder feedback, validating assumptions, and adjusting designs accordingly. Project kickoffs now open with a “TLC Process Overview” that starts with “Listen,” and each interim report closes with “TLC Takeaways” to confirm exactly what was heard and how solutions address those insights.
Create:
At the apex sits “Create,” representing the tangible outcome of listening and thinking. Recruitment emphasizes a “track record of creating innovative, sustainable designs,” and within 30 days, new hires produce a Create Prototype (3D mock-up, workflow sketch, etc.) to show how they would apply TLC principles. As projects progress, cross-disciplinary Create Workshops turn concepts into CAD models or pilot installations. In our “Create” scorecard category, employees are recognized for delivering measurable results—improved energy performance, streamlined workflows, or inventive design details. Every final deliverable bears the TLC triangle, underscoring that what clients see is the direct result of a “Listen → Think → Create” journey.
By redefining TLC as Think. Listen. Create., we eliminated confusion and aligned the entire organization around a clear, purpose-driven process. The triangular logo now reminds everyone—at their desk, in every presentation, and during performance reviews—that success requires empathy, strategic thought, and impactful execution.
Delivering Tangible, Innovative Solutions
At TLC Engineering Solutions, “Create” sits at the apex of our triangular brand mark, representing how insights from “Listen” and breakthroughs from “Think” converge into real-world outcomes. On the new website’s “Approach” section, an interactive animation shows user input feeding into technical schematics and then transforming into 3D renderings and performance data—bringing the “Listen → Think → Create” process to life.
Job postings now emphasize a “track record of creating high-performance, innovative designs,” making clear that empathy and analysis must lead to tangible results. New hires complete a Create Prototype exercise—building a CAD model, sketching a process flow, or fabricating a small-scale mock-up—to demonstrate they can turn insights into deliverables. The website’s “Talent & Culture” tab highlights these prototypes and shares video testimonials of recent hires explaining how the exercise helped them transition seamlessly into live projects.
On the “Our People” page, an interactive dashboard reveals how many projects each team member has advanced from concept to completion, reflecting the TLC Scorecard’s focus on “Create.” Employees earn recognition for deliverables—design drawings that reduce energy use, 3D walk-throughs that uncover critical clashes, or workflow improvements that accelerate schedules—and those metrics populate a chart under “Impact & Metrics,” offering transparency into how TLC builds solutions, not just proposes them.
Finally, Create Workshops—collaborative sessions where cross-disciplinary teams turn blueprints into CAD models, mock-ups, or pilot installations—are featured prominently in the “Case Studies” section. Each project card opens with a “Create Snapshot” describing how initial concepts became buildable solutions, with embedded prototyping videos and performance reports. Every downloadable PDF and report is stamped with the TLC pyramid, reminding clients that what they see results from an intentional Listen → Think → Create journey.
Constructing TLC’s Collateral Foundation
The rebrand for TLC Engineering Solutions produced a comprehensive suite of collateral and materials to reinforce the “Think. Listen. Create.” framework at every touchpoint. Key deliverables included the new triangular logo and visual identity system (stationery, slide templates, and office graphics), an interactive website featuring an animated “Approach” section, a “Talent & Culture” page showcasing “Create Prototypes” and video testimonials, and an “Our People” dashboard visualizing TLC Scorecard metrics. We also developed branded onboarding guides (Think Lab, Listening Tour, and Create Prototype exercises), recruitment materials emphasizing each pillar, and performance‐review templates with integrated TLC Scorecards.
Client‐facing assets include kickoff decks with a “TLC Process Overview,” “TLC Takeaways” reports, and case study pages complete with “Create Snapshots,” prototyping videos, and downloadable PDFs. Finally, we produced workshop toolkits—presentation decks, workbooks, and rapid‐prototyping kits—for the Think, Listen, and Create sessions. Together, these collaterals ensure that every internal meeting, external presentation, and client deliverable visibly reflects the intentional Listen → Think → Create journey that now defines TLC Engineering Solutions.
Creative Credit Notice: All featured work was created by Christopher Coppola during his tenure at Evok Advertising and TLC Engineering Solutions. Full rights remain with Evok Advertising, TLC Engineering Solutions, and their respective clients. This site serves solely as a personal showcase of professional contributions.
