Changing the retirement conversation

More than a century ago, philanthropist Andrew Carnegie founded what ultimately became TIAA to give educators a path to a secure, dignified retirement. The mission-driven organization has stayed true to its original purpose ever since, and is now a leader serving academia, healthcare, government, cultural and other nonprofit fields.

While TIAA has remained consistent, the world around it has changed dramatically. In an age dominated by digital engagement, people interact with and respond to information differently. TIAA’s approach needed a ground-up rethink.

Tenet Partners helped TIAA transition to this new environment with a radical brand modernization project, spanning architecture, design and the way TIAA speaks.

Streamlining was the starting point

As often happens with long-lived organizations, TIAA’s portfolio had become complex over time. Leadership knew that it had to be made simpler to help customers engage.

Tenet strategists explored multiple options, ultimately recommending a consolidated masterbrand approach, new logo and shortened name to build greater brand awareness and stronger alignment with TIAA’s mission.

Making such a highly visible change can be risky for a well-known brand, so Tenet also delivered a rollout plan and guidelines to help TIAA’s multiple legacy brands transition smoothly.

A new mindset to guide development

TIAA’s brand expression was decidedly traditional, both visually and verbally. Brochures and web content were copy-heavy and information-dense, with muted colors and conservative, safe image choices. In an earlier era such an approach could communicate stability and expertise, but it was feeling dated.

The TIAA-Tenet team took an innovative approach designed to inspire transformation, establishing three simple principles:

  1. Focus on the emotional needs of the customer. Create an emotional connection through the customer’s values.
  2. Be radically simple. Speak visually. Say a lot less. Lead with a purpose.
  3. Be the engaged ally. Be authentic. Be helpful, be the guide. Make customers the hero.

Building a new brand world

Basing the brand’s visual and verbal approach on three simple, powerful ideas designed to appeal to key personas yielded remarkable results. Copy was shorter, better organized and more purposeful, while visuals were bright, colorful and engaging. Information was far easier to find and understand, and much more action-oriented. It was an entirely new brand experience, while still being unmistakably TIAA.

Equipping TIAA for success

The joint team collaborated to create a massive set of tools to help the new brand come to life, from comprehensive visual and verbal guidelines to digital and print templates.

To validate the new approach, the team reimagined existing communications and tested them, receiving overwhelmingly positive feedback.

Charting a clearer course to the future

By making dense, complex information readily discoverable, quick to consume and easy to understand, the revitalized TIAA offers a breath of fresh air—something that anyone planning for retirement can appreciate.