MUMBAI, AUGUST 5, 2026: TBWA – The Disruption Company® today unveiled a new visual identity created by DXD, its global design discipline. More than a redesign, it marks the next chapter of the TBWA Collective through a richer, more human visual language.
As brands become more fragmented and complex, DXD® believes design has become one of the most strategic forces in brand building – connecting ideas, experiences and culture through a single visual language.
Led by Bruno Regalo, Global Chief Design Officer, TBWA\Worldwide and Head of DXD®, the design studio builds identities, experiences and visual systems for clients including Disney+, Gatorade, Levi’s, Tiffany & Co., TikTok and The Grammys.
TBWA’s new identity reflects a stronger Collective – bringing together some of the world’s most creatively diverse agencies including TBWA\Chiat\Day, adam&eveTBWA, TBWA\Media Arts Lab, TBWA\HAKUHODO, LOLA, Africa and more. Independent in spirit, united by Disruption® and backed by Omnicom, TBWA is built to challenge convention at every scale.
“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.”
Evidence of Making
Hand-crafted iconography, expressive brushwork and intentionally imperfect finishes celebrate the evidence of the human hand. Inspired by art as a reference to Disruption, ink drops, spray, pen strokes and handwritten words create a visual counterpoint to elegant order.
Heritage Reclaimed
Serif typography returns alongside a new monogram, crafted by hand and refined digitally through the angles of TBWA’s iconic backslash. Together, they create a timeless expression that reflects the rigour, sophistication and craft behind the Collective.
An Analog World
The iconic TBWA yellow is joined by ‘Analog’ – a new colour inspired by stationery paper, vintage envelopes and Leica photography. Paired with a new photography approach, posed photos are replaced by takes of real moments, in motion, to reveal the authentic human.
Built for a Collective
20% of the system is left open, giving every market the freedom to bring its own local flavour. Bespoke backslashes and passport-inspired city stamps celebrate the history and diversity of the Collective while strengthening one shared visual language.
The Pirate Spirit
As a tribute to one of TBWA’s most enduring references, DXD honours the pirate universe through hand-crafted iconography inspired by Steve Jobs’ famous line: “Why join the navy when you can be a pirate?”. It’s a reminder that a healthy disrespect for convention has always been part of the Collective’s DNA.
About DXD
DXD® (Design by Disruption®) is TBWA’s global design center of excellence, creating brands, identities and experiences built to break through culture. Guided by TBWA’s Disruption® methodology, DXD believes design is more than how a brand looks: it’s how a brand is experienced across every touchpoint. By combining world-class craft with strategic thinking and real-world application, DXD helps ambitious brands create meaningful, memorable experiences that drive business impact. As part of the TBWA Collective, DXD partners with brands around the world across identity systems, campaigns, digital experiences, environments and emerging technologies, bringing Design by Disruption® to life for clients including McDonald’s, adidas, Gatorade, LG, Sephora, Hilton and more.
About TBWA
TBWA is The Disruption Company®. We are a Collective of creative minds with an unlimited creative canvas. We create brand platforms that defy convention and compete with culture. Thanks to our trademarked Disruption® methodology, we build the world’s strongest brands. Brands that own an unfair share of the future. Named one of the World’s Most Innovative Companies by Fast Company in 2025, 2023, 2022, 2021, 2020, and 2019, TBWA is also Adweek’s 2024, 2022, 2021, and 2018 Global Agency of the Year. The TBWA Collective includes brands such as adam&eve\TBWA, Auditoire, GMR, LOLA\TBWA, TBWA\Media Arts Lab, and TRO. Global clients include adidas, Apple, Gatorade, McDonald’s, Mars, Nissan, and Singapore Airlines. Follow us on LinkedIn and Instagram. TBWA is part of Omnicom Group (NYSE: OMC).
