Büro Alba in Munich is one of the leading creative agencies when it comes to giving brands a strong, socially relevant identity. In this interview, Creative Director and owner Tina Strobel-Rother talks about her journey into the creative industry, key milestones in her career, and the unique challenges of working in the public sector.
BI: Thank you, Ms. Strobel-Rother, for taking the time to speak with us. You are the Creative Director and Managing Partner at Büro Alba, a creative agency based in Munich. What exactly does an agency like yours do?
TSR: Thank you for having me — I’m very happy to be here. At Büro Alba, we focus on strategic consulting and design development for brands that aim to make a positive impact on society. We create visual identities for and with organizations and companies from fields like research, education, and technology. This kind of transformation process always starts with strategic work: workshops to define values, goals, target groups, and so on. Based on that foundation, we develop all the elements needed for a comprehensive communication system — from logos and visual imagery to websites, social media campaigns, digital platforms, and exhibitions.
How did your personal career journey unfold?
I actually started out studying German Literature in Munich before I discovered the field of Communication Design. I learned design the traditional way – with rub-on letters, Copic markers, and layout paper. It wasn’t until my third semester that I got my first computer – an Apple Macintosh, which we bought in the back lot of a warehouse somewhere outside Augsburg. It was my pride and joy, complete with a 1.2 GB hard drive! When I think about the technology we work with today – especially considering the computing power needed for current AI tools — the change over the course of my career has been incredible.
After graduating, I freelanced for several large agencies and clients in Munich, Zurich, and Hamburg. It didn’t take me long to realize that I wanted to start my own studio. Ironically, I took that step right when the dot-com bubble burst and the timing couldn’t have been worse. Still, in 2004, my husband, a friend, and I founded Büro Alba. Our very first client – a radio station – went bankrupt shortly after, leaving us with unpaid invoices and a pending lawsuit.
Since then, a lot has happened. Over the past 20 years, I’ve gained a wealth of experience, had two daughters, and — together with my husband – explored and lived different models of equal partnership in our work-life balance. We’ve also had the chance to work on some truly amazing projects. I’ve met inspiring people along the way and learned a great deal about how brands — and the companies behind them – really operate. It’s a treasure trove of experience that I’m now thrilled to bring to every project at Büro Alba.
Your agency has been nominated for several design awards and has received multiple recognitions. What are you most proud of?
One major milestone was the visual identity we developed for the Academy of Fine Arts in Munich more than a decade ago – it’s still in use today and has gained us considerable international recognition.
A project very close to my heart at the moment is the new corporate design for the Munich Public Library system. The main challenge was this: How do you design a brand identity for an institution that belongs to everyone? And how do you distill the identity of one of Germany’s largest library systems without getting lost in the details?
That balancing act was what excited us, and I’m proud that we were able to take some new approaches to brand development with this project. The result is a clear, flexible, and visually powerful design system that showcases diversity and at the same time makes the teams’ day-to-day work within the institution much easier.
What has been the most unusual or curious project you’ve worked on?
One of the more unusual projects was certainly the “Curvy Supermodel” campaign for RTLZWEI. The idea behind the TV format was to challenge the stereotypical portrayal of women’s bodies in the media. Unfortunately, the show itself flopped, but the campaign was large-scale and visible across Germany, featuring amazing curvy models who performed brilliantly during the shoot.
Today, our agency focuses on developing branding and corporate design rather than creating big advertising campaigns. Still, the know-how from those days — managing large-scale shoots and loud communication strategies for the entertainment industry — definitely informs the work we do today.
How would you assess the current market situation in your industry? Especially since you primarily work with the public sector, which often faces tight budgets.
I’m hearing a lot of complaints right now — agencies sending employees into short-time work, projects being paused. The market is indeed facing some challenges. It’s true that we currently do a lot of work for the public sector, and that’s an exciting area for us. As knowledge culture is one of the key trends for the future, we see a lot of opportunity there.
That said, we also work with many mid-sized companies. In both sectors, it usually comes down to the quality and experience of the agency. Brand development is a major investment for clients – public institutions and private companies alike — so big experiments are rarely an option. Ideally, you build a trust-based partnership that lasts over the long term, creating real added value and saving resources along the way.
Could you give us a glimpse into how a creative agency structures its pricing?
Of course! We work with modular packages — a kind of toolkit where clients can choose exactly what they need, whether it’s workshops on specific topics or certain design services. Our prices are fixed, based on our time investment, but also take into account the quality expected, licensing rights, and the size of the client organization. It naturally makes a difference whether we’re working with a small startup or a large public institution. In the end, our goal is to keep the process fair and transparent for everyone.
Speaking with Tina Strobel-Rother makes it clear just how much experience, sensitivity, and pragmatism go into building strong brands. Success doesn’t come from chasing fleeting trends but from truly understanding people and their needs. Especially in a world that’s changing faster than ever, taking a long-term perspective becomes more important. Perhaps the future of great brands lies exactly there: staying clear, adaptable, and approachable.
The interview was conducted in April 2025.
More Infos:
Website Büro Alba
Tina Rother-Strobel on Linkedin