Opening up the institution for external companies required a change not only internally, but also for the external appearance. Since the venue had never been open to the public before, but only served the Sparkasse employees, this process had to be processed with due diligence. Whereas the core centre management team did not change during the process, a new operational team was introduced to support with revitalisation ideas and the establishment of the venue as a stand-alone business.
Such semi-shift in ownership cased an additional level of complexity when articulating and progressing with the rebranding challenge. The main goal of the project was to create an external image, that emphasises the venue’s strengths locally and nationally as well as to communicate the self-perception to the newly composed team building on a new brand spirit.
After conducting a series of interviews, visual research, benchmarking, and interactive workshops with the client, we distilled a new brand positioning. From the subsequent naming phase with seven naming options, ‘ta.la’ was chosen. Not only does it convey the original spirit of an open and modern environment facilitating mutual exchange and learning, it is also an abbreviation for ‘Tagungszentrum Landshut.’
The design is characterised as friendly, open, modern, but timeless and is, moreover, inspired by the architecture and natural surrounding of ta.la. The unusual open structure builds on two factors: light and nature, which were both integrated into the brand symbol. The new appearance transmits the idea of every place in ta.la being a window into the green and incorporates the history of the city of Landshut. The evolved name and look & feel were also translated into the newly created website and were perceived very positively, both internally and externally:
“The cooperation in this, also politically and strategically sensitive brand-finding process, was and is always very constructive. Even after the completion of the main contract, the closeness and energy that has shaped the togetherness until then remain intact.”
– Markus Brandt, ta.la Hotel Manager