TBWA operates across more than 300 offices worldwide, each deeply rooted in its local culture. The challenge wasn’t just to refresh the brand—it was to create a system that could flex, react, and feel alive in every market without compromising its global identity. Rather than imposing a rigid template, we built a living system where typography shifts based on cultural context—stretching, tightening, and adapting. The result: a visual identity that mirrors how TBWA truly operates—disruptive, dynamic, and culturally attuned. This wasn’t a cosmetic update; it was a full evolution of the brand’s behavior.

TBWA is built on cultural proximity—every office disrupts differently. To celebrate that, we created a collection of custom 3D icons, each crafted to capture the spirit of a place with humor, rebellion, and edge. These weren’t generic symbols—they were cultural portraits: a golden Dutch clog, a tropical skull crowned in fruit (hello, Captain Miranda!), a raccoon with street-fighting spirit.

Each office got to represent its culture not through logos or slogans, but through bold, dimensional icons that felt raw, local, and unmistakably TBWA. In a world where brands often flatten cultural expression, this approach gave every market a way to disrupt visually—while staying connected to a global brand that moves with the world, not against it.