TBWA – The Disruption Company has unveiled a new global visual identity created by DXD, its global design discipline, marking the next evolution of the TBWA Collective through a richer, more human visual language.
The refresh reflects a broader shift in brand building, where design has become a strategic force for creating consistency across increasingly fragmented platforms, experiences, and cultures. Rather than serving as a cosmetic redesign, the identity introduces a visual system intended to unite TBWA’s global network while giving individual markets the flexibility to express their own cultural character.
Led by Bruno Regalo, Global Chief Design Officer, TBWA\Worldwide and Head of DXD, the studio develops identities, experiences, and visual systems for brands including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok, and The Grammys. The new identity extends that philosophy inward, applying the same design thinking to one of the world’s largest creative agency networks.
“Our job isn’t to create assets. It’s to build visual systems so distinctive that people recognize the brand before they ever see its logo. That’s what we call a brand’s Visual Brand Soul,” Bruno said.
The refreshed identity brings together TBWA’s diverse network—including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA, Africa, and other agencies—under a shared visual language rooted in the company’s Disruption philosophy.
Peter Khoury, Chief Creative Officer, TBWA\Singapore and Regional Chief Creative Officer, Omnicom Advertising Asia, said the identity reflects the network’s belief that strong brand platforms are built through design-led thinking and cultural relevance.
“In our industry, now more than ever, we have to practice what we preach: great brand platforms come to life through culture-fluid thinking and design-led principles applied across the ecosystem. That’s why we consistently take the time and space to revisit our own brand and how we show up across the globe,” Khoury said. “Our refreshed TBWA visual ID is modular, simple, crafted and organic. DXD® are masters of stripping a brand down and interrogating it until it confesses its truth, its essence. As the Disruption Company, this new visual ID shows a global brand connected to the streets, to the culture each office lives within and the local flair customization brings, amplified by global presence.”
The identity system embraces handcrafted expression through intentionally imperfect finishes, expressive brushwork, handwritten elements, and custom iconography that celebrate the evidence of the human hand. Drawing inspiration from artistic processes, visual cues such as ink drops, spray marks, pen strokes, and handwritten notes create a deliberate contrast to structured layouts.
TBWA also reintroduces serif typography alongside a newly crafted monogram derived from the agency’s iconic backslash, blending heritage with contemporary refinement. The signature TBWA yellow is joined by a new secondary color called “Analog,” inspired by stationery paper, vintage envelopes, and Leica photography, while a refreshed photography style favors candid, in-motion moments over posed imagery.
Designed for a global collective, the visual system intentionally leaves around 20% open for local adaptation. Markets can incorporate bespoke backslashes, passport-inspired city stamps, and culturally specific elements that reinforce both regional identity and the network’s shared creative philosophy.
The identity also pays tribute to TBWA’s long-standing “pirate” ethos through handcrafted iconography inspired by Steve Jobs’ famous challenge: “Why join the navy when you can be a pirate?” The reference underscores the agency’s enduring belief that questioning convention remains central to its creative DNA.
