Disruption Concept

DISRUPTION® is TBWA’s working methodology and philosophy. It’s focused on developing business-changing ideas for brands by observing the edges of culture for indicators of the future.

The edges, by nature, elicit a sort of fearful wonder, an impending miracle, death and rebirth. Using the concept of shifting edges to drive the execution, I designed this proposed logo to be generative. Ephemeral like the shifting periphery of culture, the edges of the “O" constantly shift via an algorithm wherever it exists digitally, with a set of hero versions for print.