In 2021, TLC Properties partnered with Phoenix Home Care to bring lifestyle and wellness support to residents in their 55+ communities. The program offered services like housekeeping, meal prep, personal care, grocery shopping, grooming assistance, and even pet care. All designed to help residents maintain independence while receiving the support they needed.

The name “SOAR” was developed by TLC’s marketing team as a nod to the phoenix, symbolizing renewal and strength. It also served as an internal acronym for “Serving Our Aging Residents,” reinforcing the heart behind the initiative.

The logo needed to feel connected to TLC’s existing brand while still standing on its own. The final concept incorporates TLC’s primary sans serif typeface for consistency, paired with a custom icon of three upward-turned semi-circles next to the letter R. The shapes subtly reference Phoenix Home Care’s involvement while also suggesting uplift, protection, and care. The result is a mark that feels warm, supportive, and distinct, without drifting away from the parent brand.