It is the week for TBWA reinvention. On the same day that TBWA Collective announces its new visual global identity as The Disruption Company, TBWA’s Lola has announced its Crazy Ambition globally.  

The new visual identity, created by David Carson, widely considered one of the most brilliant designers in the history of the discipline, underlines the Madrid-born creative agency’s evolution to become a global micro-network, with an established foothold in Spain, and a newly launched presence in Brazil and the United States. It draws literal inspiration from the streets is a deliberate nod to Lola’s connection to local creative culture. Its creative direction, called Las Calles, is inspired by the hand-painted traditional azulejos/tiled street signs of Madrid.

The new visual identity is meant to represent a statement of philosophy as it is a brand identity. It was developed in partnership with DxD, TBWA’s design arm (led by Bruno Regalo) as was TBWA Collective’s, and serves as the creative foundation for Lola’s expanded worldwide presence. Involving Carson, one of the most famous designers of all time, proves this is the kind of agency that launches with Crazy Ambition Makes Serious Things Happen, attracts world-class creative talent, and holds itself to an uncompromising standard.

A video introduces Lola as an ambitious, globally minded creative company built on passion, collaboration, and the pursuit of ideas that make a lasting impact.

A series of graphic art expressions uses David Carson’s distinctive style, each artwork telling a story about Lola. Each piece is a collage representing previous creative work from each agency, as well as scrap from each city, and where appropriate, logos of the agencies that came together to form Lola (i.e., Lew\Lara, 180 US, Mullen Lowe, adam&eveDDB). The work depicts Crazy Ambition for clients including Molson Coors out of the US office, AXE out of Brazil, and KFC out of Madrid.