TIAA (née TIAA Cref) does things differently. The origin of the bank is rooted in helping people that help others: the teachers, the police officers, the “do gooders” that have dedicated their lives to the service of others. In so doing, TIAA has grown to be one of the largest investment banks on the globe with a spectrum of financial services ranging from personal banking to capital investment, making TIAA a full-service financial juggernaut. In 2016 TIAA needed to update its brand and marketing to showcase everything it can now do. We helped shape the visual identity of their new look, how it iterated across their service offerings, and how the look evolved visually as it went from launch to full global roll-out.