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TBWA\Hong Kong Launches DxD Design Unit


The new design unit promises to take brands to higher levels of engagement, ensuring strategy is part of the ideation from the get-go

TBWA\Hong Kong Launches DxD Design Unit

TBWA has announced the launch of a new design unit, Design by Disruption (DxD), with the company’s Hong Kong office the first to provide the offering in Asia. DxD specialises in delivering design as a business solution and differentiator, with TBWA’s Disruption strategy at the heart, and design craft that enhances consumer experience to propel brands to a new level of engagement.

A specialist team of best-in-class talent has been formed in an agile setup to work with TBWA, and its own independent clients. The custom-built process ensures strategy is part of the ideation from the get-go and continues across multiple design disciplines with one common goal – craft and effectiveness.

“From start-ups to large multinationals, we’ve seen an increasing need for bespoke design excellence created at speed – not only for advertising communications, but right across the customer journey,” said Jan Cho, managing director at TBWA\Hong Kong. “With DxD we hope to serve this need and offer integrated design solutions that both stand out aesthetically, and improve brand experiences for customers.”

DxD offers a flexible ‘menu’ system for a wide range of services from brand identity, graphics, typography, illustration, web UI/UX, photography, packaging, collateral, spatial, VR, AR, motion graphics, animation and even sound design.

DxD was launched as a distinct enterprise out of TBWA\Chiat\Day New York earlier this year, capitalizing on a rich history of design across the TBWA collective, as well as an uptick in opportunities for customised design. Standout projects from the New York DxD unit include the design of five limited edition MacCoins for McDonald’s, distributed in 50+ countries across the world, and The Fake News Stand for Columbia Journalism Review, both of which won Gold Lions at Cannes. The practice has also been recognised by the design community more holistically in its first year, earning fourth and tenth place respectively at the ADC and One Show in 2019.

It will now expand to various major TBWA offices, including TBWA\Shanghai, allowing the offering to scale quickly with close collaboration across the collective and a wide network of design and production specialists across the globe.

“Design is so much more than just the visual execution. It defines the entire experience,” said Jerome Ooi, executive creative director at TBWA\Hong Kong. “Never before has it been more challenging for brands to compete with culture and remain relevant, and design – in its various forms – can make all the difference.”

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