About Stefan Joachim
The consultant
Stefan Joachim has worked at the intersection of processes, data and media production since 1996. He started out as a typesetter and typographer, with the logic of hot metal and the conviction that every part has its fixed place. From there the path led through lithography, catalogue automation and database publishing to what is today called master data management: structuring and classifying product data, selecting and introducing PIM, DAM and MDM systems, building workflows that run without rework.
His clients are large mid-sized companies and corporations, his fields marketing, photography and image editing: where product data, images and texts turn into catalogues, websites and campaigns, and every error in the data reaches the customer. He knows both sides: many years as an independent consultant for manufacturers and retailers, just as long for software vendors and integrators.
The photographer
Alongside, Stefan Joachim worked as a photographer from 2017 to 2025, with his own archive, his own Lightroom catalog and everything that comes with it: full drives, collections, keywording, client selection, delivery, archive. Adobe tools have accompanied him since the first Creative Suite. The gaps that AdX closes he did not research — he worked around them himself for years.
The big data projects
What shaped his work: product data for tens of thousands of articles structured so that print and online catalogues are generated from it automatically. Image and video data merged with editorial processes for a platform that millions of people see every day. PIM and DAM systems accompanied from strategy through selection and contract to rollout, on time and within budget. Always with the same method: structure before system, explain the complex simply, and adapt the tool to the workflow, not the other way round.
Why AdX
TLBX AdX grew out of this double experience. In almost thirty years, Stefan Joachim has seen again and again where software hits its limits: the same data is maintained in several programs, each tool knows only its own slice, and for every gap there is yet another subscription. Photographers know it from daily life: CRM here, gallery there, backup somewhere else, and Lightroom in the middle, knowing nothing of any of it.
AdX takes the other road: one shared data model for jobs, dates, sets, images and archive, and modules that work directly in Lightroom Classic, Photoshop and InDesign. Before & After is the first module that is finished. The suite follows.
“TLBX is the software I always wished for as a consultant. Now it exists.”
Stefan Joachim
Contact
Stefan Joachim · TLBX · Zehntscheuerstraße 4 · 89597 Hausen am Bussen · Germany · adx@tlbx.tools