Case Study: TIAA achieves simpler, more engaging retirement branding with Tenet Partners

TIAA modernizes retirement branding with Tenet Partners for $1.48 trillion+ in assets

TIAA, a leading not-for-profit financial services organization, faced the challenge of a complex brand portfolio and dated communications that were no longer effective in the digital age. To modernize its brand and better engage its clients, TIAA partnered with vendor Tenet Partners on a comprehensive brand modernization project that included brand architecture, design standards, and editorial guidance.

Tenet Partners implemented a radical brand simplification for TIAA, consolidating its portfolio under a masterbrand approach with a new logo and shortened name. The strategy was built on principles of emotional connection, radical simplicity, and being an engaged ally, which resulted in brighter visuals, more purposeful copy, and a more action-oriented brand experience. The revitalized brand helped TIAA better position itself for multichannel engagement, though no specific metrics on the business impact were provided in the text.

TIAA