TIAA-CREF Rebranding, Launching Campaign

TIAA-CREF, the pension firm for many tax-exempt organizations, has shortened its name to TIAA as part of a multi-layered marketing campaign geared toward emphasizing simplicity, clarity and engagement. The new name is accompanied by a new logo and redesigned website and precedes a national advertising campaign set to launch on Feb. 29.

The Charlotte, N.C.-based financial services provider developed the new website and redesigned window logo after an integrated collaboration process, according to a release. The new TIAA.org, like the shortened name, is designed to be simpler, clearer and more direct.

“We’ve embraced what makes us unique – we were created to serve the nonprofit community, and built to perform, delivering the outcomes our customers seek to reach and live comfortably through retirement,” said Roger W. Ferguson, Jr., president and CEO.

The national advertising campaign is to spread across print, radio, television and digital medial. Video and television spots will showcase nonprofit professionals on the job and imagining their futures. The spots will feature the employees’ imagining their goals – a professor living a life of exploration, a medical professional’s child graduating college and a custodian enjoying nature.

TIAA, which was founded in 1918 and manages $854 billion in assets, will also roll out new mobile apps and easy-to-read account statements to help better illustrate how customers’ portfolios are performing.

“This is more than a name change; this is a game change,” Connie Weaver, chief marketing officer, said in a statement. “We stepped back and listened to the people we serve, who they are and what they need.”

For more information and to see examples from the campaign, visit http://tiaa.new-media-release.com/branding/.