TLA Agency is a Germany-based event company that produces concerts, festivals, and large-scale cultural experiences. Founded by Toby Liebchen, the agency also offers design, marketing, and technical support services for high-level productions. The goal of this project was to build a bold, modern, and functional visual identity that positions the brand as a key player in the live events and entertainment industry.
One of the main creative challenges was balancing cultural and urban appeal with the structure and clarity expected by major sponsors and institutional partners. The brand needed to express creativity, while also signaling professionalism and strategic thinking. To do that, we conducted an in-depth market analysis covering over 15 competitors across Germany and Europe, identifying recurring patterns, visual codes, and areas of opportunity.
The visual concept was born from the idea of human concentration and collective energy — a metaphor for the intensity of concerts and festivals led by TLA. This concept took shape in a dotted graphic system, inspired by heat maps and digital flows, symbolizing audience presence and the brand’s power to ignite experiences. A brutalist typographic approach combined with a minimal palette of black, white, and red reinforces the contrast between chaos and control — two central elements in the agency’s work.
The identity was developed to work seamlessly across applications, from team apparel to business presentations. The graphic system allows the brand to scale fluidly while maintaining coherence and character. It also helps elevate TLA’s perception among sponsors, media partners, and institutional stakeholders.
The result is a bold, strategic, and highly adaptable identity that positions TLA as one of the most relevant forces in Europe’s live events scene.
