Mumbai: TBWA, the global creative network known as The Disruption Company®, has unveiled a new visual identity created by DXD®, its global design discipline, marking the next chapter in the evolution of the TBWA Collective. More than a brand refresh, the new identity reflects the agency’s vision of using design as a strategic force to create stronger, more recognisable brands in an increasingly fragmented media landscape.
Developed by DXD®, one of the industry’s first global design disciplines embedded within a creative agency network, the new identity is rooted in the philosophy of Design by Disruption®. The approach focuses on creating a brand’s Visual Brand Soul™—a distinctive visual language that enables audiences to recognise a brand even before seeing its logo.
DXD® has worked with leading global brands including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok and The Grammys, developing identities, experiences and visual systems that combine creativity with strategic brand building.
The refreshed identity also reflects the strength of the broader TBWA Collective, bringing together agencies such as TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA and Africa under a unified yet flexible visual system backed by Omnicom.
“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 Regalo, Chief Design Officer, TBWA\Worldwide and Head of DXD®, said.
Peter Khoury, Chief Creative Officer, TBWA\Singapore, and Regional Chief Creative Officer, Omnicom Advertising Asia, adds, “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. 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 customisation brings, amplified by global presence.”
Russell Barrett, Chief Creative Experience Officer, TBWA\Lintas added, “A brand’s design is its first expression of its strategy. This is even truer for a creative company. Before people experience our thinking, they experience how we look. Design by Disruption®️ gives us a visual system that reflects who we’ve become and the kind of ideas we want to be known for. A brand that backs the power of human creativity and ingenuity over all else.”
The redesigned identity places strong emphasis on craftsmanship and human creativity. Hand-crafted iconography, expressive brushwork and intentionally imperfect finishes have been incorporated to celebrate the human touch, while the return of serif typography and a newly crafted monogram inspired by TBWA’s iconic backslash reinforce the network’s heritage.
The visual system also introduces ‘Analog’, a new signature colour inspired by stationery paper, vintage envelopes and Leica photography, complementing the agency’s iconic yellow. A refreshed photography style replaces posed imagery with authentic, in-the-moment visuals that capture genuine human experiences.
Designed to support a global network while allowing local expression, approximately 20% of the identity system has been intentionally left open, enabling individual markets to incorporate regional visual elements. Bespoke backslashes and passport-inspired city stamps further celebrate the diversity of the TBWA Collective while maintaining a cohesive global identity.
The new identity also pays tribute to TBWA’s long-standing “Pirate Spirit,” inspired by Steve Jobs’ famous quote, “Why join the navy when you can be a pirate?” Through hand-crafted pirate-inspired iconography, the design reflects the agency’s enduring commitment to challenging convention and championing disruptive creativity.
With the launch of its new identity, TBWA and DXD® reinforce the growing role of design as a strategic business tool, positioning visual storytelling at the centre of brand building for a rapidly evolving global marketplace.
