TBWA Aspires To Disruptive Design

Iconic Agency Pursues Design At ‘Heart and Speed of Culture’


TBWA has established Design by Disruption® (DXD) as its engine for disruptive design in the heart of the cultural epicenter that is Los Angeles. Aimed at uniting TBWA’s design capabilities and crafting design that lives at the heart and speed of culture, DXD by TBWA has its home in TBWA\Chiat\Day Los Angeles. The global studio is headed by Global Chief Design Officer, Bruno Regalo, who brings over 18 years of design experience.

Design by Disruption® contends that it has a unique approach in the market: “Thanks to its ability to combine creativity with rigorous design strategy, design principles are embedded throughout the creative process rather than book-ending it. This, in turn, helps brands unlock their true potential, embedding brand identity everywhere it is implemented. This end-to-end design thinking has been at the heart of some of TBWA’s most iconic work, and with multidisciplinary specialists strategically located in different cities, the studio is now set up to offer design solutions to clients all around the world.”



Says Regalo: “We believe design is omnipresent and unskippable. In today’s world with so many screens and ad-blockers, design goes beyond visual codes and graphic conventions. Design is in everything we look at and becomes even more critical in the fight for brand relevance. Design is how we experience the world.”



The studio has helped drive high-impact experiential work for brands including Amazon Prime Entertainment’s 007 launch, Adidas, LG, McDonald’s, TikTok, Grammy’s, Gatorade, and many more. Additionally, in January 2023, DXD by TBWA launched a TBWA Global Brand Identity System, complete with refreshed branding and logos, customized Disruption font, new illustrations, typography, animations and more.



TBWA’s Global Chief Creative Experience Officer, Ben Williams said; “As our creative collective evolves and grows, having a truly integrated, fine-tuned brand design system simplifies how we and our partners expand into new markets and spaces, target diverse audiences, and launch innovative campaigns — all while ensuring the TBWA brand remains dynamic yet consistent, adaptable and recognizable.”

TBWA describes itself as “The Disruption® Company” and has been named one of the World’s Most Innovative Companies by Fast Company in 2023, 2022, 2021, 2020 and 2019, Adweek’s 2022, 2021 and 2018 Global Agency of the Year and AdAge’s A-List 2022 Network of the Year. It employs over 11,000+ creative minds in over 40 countries. North American clients include Abbott, bubly, Columbia Journalism Review, Gatorade, Hilton, Henkel, Jack in the Box, Mayo Clinic, Moderna, Mountain Dew, Nissan and Travelers.