merit
Preparing an iconic financial institution to meet the retirement crisis.
For most of its first 100 years, TIAA was the unquestioned retirement provider for educators. But American retirement is now in crisis: 40% of workers just can’t afford it. Fighting for them and a new generation would require a re-founding of TIAA’s brand and business. Immersing ourselves in both, we repositioned them as category challengers willing—and able—to promise something better. We built an enterprise-scaled brand, from tone of voice and messaging, to an evolved logo, and custom type, photo and icon libraries. We established new corporate values and brand behaviors, launching a Retirement Bill of Rights and an award-winning thought leadership franchise. Inside TIAA and beyond its walls, we made storytelling newly human and newly relevant to unite millions of people in transformative purpose.
TIAA wanted to challenge their internal status quo—to change their culture. Our work began as a response to this and evolved over the course of two years to reimagine their brand strategy and brand identity.
