Where the world gathers

Industry

Performing Arts / Non-Profit Organization

Service

Brand Strategy / Brand House Design / Brand Omnichannel Communication Design

Summary

TMAF was founded by world-renowned violinist Jimmy Lin, who chose to bring his vision back to his home city of Taipei. Each summer, the festival brings together 30 world-class artists and over 300 of Asiaʼs most promising young musicians —not only to rehearse and perform, but to live, learn, and grow together on and off stage. Here, whatʼs being passed down isnʼt just music, but life itself.%At TMAF, the spotlight belongs not to the maestros, but to the rising generation they mentor — and to the moments where a single lesson becomes a lifeʼs turning point. TMAF invites the worldʼs most exceptional young artists to challenge themselves and each other,%while helping Taiwan earn its place on the worldʼs classical music stage. With THE PARTNER, TMAF built a brand strategy and communication system that allowed its voice to resonate clearly —both in the city, and across the world.

What we did

• Helped define TMAF not as a concert series, but as a cultural identity. THE PARTNER clarified its dual mission: to elevate classical music in Taiwan, and to reimagine what it means to hear, learn, and live music.
• Built a unified brand language and story system — allowing visual design, program notes, press releases, interviews, and talks to all share one rhythm, shifting the narrative from “performance” to “participation.”