TBWA has unveiled a new brand identity. This rebranding focused on redefining human creativity as a core brand value in an environment where AI is rapidly spreading across the advertising industry. While maintaining the existing 'Disruption®' philosophy, the visual language and messaging have been revamped.
The new identity uses “Made by Humans” as its central message. Across the brand, handcrafted graphic elements, rough typography, and strong black-and-white contrasts are applied to visually express human traces and individuality. This style of expression is also reflected in the website, campaigns, and brand communications. TBWA emphasizes that it is not excluding AI, but rather that creative thinking and cultural insight ultimately stem from people. Internally, while utilizing AI platforms, the company has maintained the stance that human ideas and judgment remain the core of the outcome.
This transformation is also an example that demonstrates the direction of the advertising industry, extending beyond brand design. TBWA currently operates a global network of approximately 11,000 employees across more than 40 countries and collaborates with various global brands, including Apple, McDonald's, Adidas, and Nissan. Recently, the company has also been highlighting the value of human creations in the AI era, such as through the 'Played by Humans' project, which authenticates music performed by humans. This rebranding project extends this brand philosophy to visual systems and communication across the board.
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