Brand Tracker

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Global

The Behind the Scenes of TBWA’s New Global Identity

Brand: TBWA

Campaign: New Global Identity

Source: https://www.adlatina.com/publicidad/el-detras-de-escena-de-la-nueva-identidad-global-de-tbwa

Goal: To express TBWA's history in a way that adapts to the future

Claim: Design is one of the most strategic forces for building distinctive brands

Media: Social media

Summary: The article discusses the creative process and significance of design in TBWA's new global identity, emphasizing that it does not abandon the company's history but instead expresses it in a future-ready manner. The identity was created by DXD, highlighting that design is crucial for brand differentiation in a complex market and showcasing TBWA's philosophy of Design by Disruption as applied to itself. The article also features insights from key design leaders about the importance of a distinctive visual system for brand recognition.