TBWA Launches DXD as Engine for Disruptive Design

By Kyle O'Brien 

TBWA has officially launched Design by Disruption (DXD) as its engine for disruptive design at its Los Angeles office, though it will be staffed by a global team and available to clients everywhere.

DXD looks to craft best-in-class design that, according to the agency, lives at the heart and speed of culture and is implemented at every touchpoint of a brand. DXD by TBWA is based at TBWA\Chiat\Day Los Angeles, with the global studio headed by TBWA’s global chief design officer, Bruno Regalo, who brings over 18 years of design experience working across global markets.

Bruno Regalo heads up Design by Disruption for TBWA.


Design by Disruption combines creativity with design strategy and embeds design principles throughout the creative process rather than book-ending it. This, states TBWA, helps brands unlock their true potential, embedding brand identity everywhere it is implemented.

The agency said that end-to-end design thinking has been at the heart of some of TBWA’s most iconic work, and with multidisciplinary specialists located in different cities, the studio is now set up to offer full-service design solutions to clients all around the world.

“We believe design is omnipresent and un-skippable,” said Regalo in a statement. “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.”

DXD by TBWA is a growing practice that is staffed by designers and strategists across the U.S., Canada and Brazil, with the core team located in Los Angeles. 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 others. The capability has resulted in double-digit revenue growth YoY and has been an integral part of TBWA’s most recent new business wins, including LG and Sephora.

In January, DXD by TBWA launched the TBWA Global Brand Identity System, with refreshed branding and logos, customized Disruption font, new illustrations, typography, animations and more. The work has already seen early awards success, receiving honors in industry shows including The One Show and Art Directors Club (ADC).

TBWA’s Grotesk typeface.

“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,” said Ben Williams, TBWA’s global chief creative experience officer in a statement.