The first agency of its kind in the Middle East. Live in eight weeks.

FTA – Female Talent Agency – is the first agency of its kind in the Middle East: a business built to connect the region’s female artists with the brands ready to back them. Founder Anna George arrived at it after fifteen years driving growth across MENA for Sony and TikTok, at a watershed moment for female talent in the region.

They came to us to announce themselves. Not asking for a seat at the table – taking it. We built the brand platform, identity and website that let them do exactly that.

We dug into the region, the industry, the artists and the market, and worked through workshop sessions to establish the brand platform.

The opportunity was specific. Brands across MENA were waking up to the power of the diverse female voices transforming the region – and no agency existed to connect them. FTA was born out of deep industry knowledge and a foresight that saw the moment before it fully arrived.

We distilled that perfect storm into a brand position: In Her Power.

The brief within the brief: celebrate feminine energy without falling into feminine stereotype. FTA is anything but subservient, and the identity needed to say so.

A bold, high-contrast palette anchored in yellow – high energy, creative, unexpected in category. A type-led design system: headlines in all caps, type and image intersecting, unexpected layout choices with a contemporary, almost brutalist edge. Photography takes centre stage throughout – the identity amplifies, the artists are the heroes.

It’s a system that presents an uncompromising vision for the future of femininity in a rapidly evolving region.

Identity system, social toolkits, brand guidelines and a CMS-powered website – live in eight weeks. Within weeks of launch, FTA had secured its first deals and was making waves across the region.

Launch brands don’t get a second chance at a first impression. FTA needed to arrive whole – position, identity, voice and website moving as one – at the speed of the moment it was built for.

Eight weeks is fast. Arriving unmistakable is the point.