Identity and website for an anti-agency for the representation and promotion of the performing arts
Web » Tina Agency
Development » Pablo Irún
Tina Agency is a collaborative project focused on innovation, accompaniment and professional management for the performing arts and artistic creation. With special sensitivity to gender issues, with all the width of the word and beyond the classic binary vision, they work side by side with artists, cultural managers, organisations and institutions to build projects that promote a paradigm shift in cultural management and break the classic relationship in this field.
Laia and Valeria, founders of the project, ask us to help them build a new identity based on the forcefulness of the discourse, taking risks and escaping from the traditional identity of an agency and highlighting it in the discourse. For the development of the identity, they asked us to escape from the traditional agency identity and to incorporate a daring component that would help them to break away from the classic role attributed to agencies and not be perceived as such.
Tina (acronym for This is not an agency) adapts to the needs of the artists they work with, as well as encouraging research through corporal expression. For the development of the identity we have created a flexible and deformable identity that adapts to the space in which it is applied, as well as their professional working method with the artists, institutions and projects in which they participate and in which the word Tina “crosses out” the word “Agency”, ironically addressing the bad press of representation agencies among artists.
Process
For the development of the identity and the website, we propose to do it from the typographic impact and colour. To reinforce the identity and in accordance with their approach to artists and clients, we propose the baseline “An adaptive performing arts agency”.
Conclusion
A flexible and adaptable identity based on typographic forcefulness and the colour pink, which helps them to be positioned in an environment that tends to take few risks in discourses and with which to position themselves as “the agency” sensitive to gender issues, LGBTIQ+ and with which it is natural to incorporate risky and innovative discourses.
