TIAA (Teachers Insurance and Annuity Association of America) is a leading US financial services provider serving the academic, research, medical, and cultural sectors. With a legacy of more than 100 years, it supports over five million customers and manages a significant portfolio of assets.
As part of a transformation strategy to expand beyond its traditional market, TIAA launched a comprehensive brand refresh to present a modern and forward-looking identity. The refreshed brand needed to be embedded consistently across a vast and complex organisation of more than 50,000 employees and partners.
Challenge
At the outset of the rebrand, TIAA faced significant hurdles:
Legacy complexity: multiple design systems from past rebrands had created inconsistency across communications.
Lack of brand governance tools: no centralised systems to manage assets, roles, and processes effectively.
Scale and coordination: aligning more than 50,000 employees and partners across 600+ touchpoints.
High visibility deadline: an internal brand launch set for early 2024, with full transition planned within 18 months.
Digital-first ambition: ensuring the new brand experience was modern, scalable, and technology-enabled.
Specialist support was needed to define a clear implementation strategy, establish governance, and provide digital brand technology guidance.
Solution
Impact analysis and implementation strategy
We conducted a comprehensive Impact Analysis to evaluate the organisational, financial, and operational implications of the rebrand. This analysis identified risks, cost drivers, and opportunities for efficiencies, and modelled multiple rollout scenarios. Its findings were used as the foundation for both digital and physical rebrand planning.
Programme management and governance
VIM advised on the setup of a centralised PMO to coordinate the rebrand and provided guidance to the PMO Lead. We also supported the creation of a new governance framework, embedding clear roles, responsibilities, and processes to ensure consistency across TIAA’s many teams and external partners.
Digital brand technology advisory
To meet TIAA’s digital-first ambition, we audited the existing brand technology landscape, including asset management, access roles, and scalability. We then defined a strategic roadmap for a new platform designed to streamline workflows, strengthen governance, and ensure brand integrity long-term.
Launch and Brand management support
VIM played an significant role in orchestrating all launch activities across different functions, including the production of Day 1 deliverables.
Beyond Day 1, the team was a fundamental at developing and managing an interim governance to coordinate and fast-track a high number of communications and marketing briefs that required close guidance to ensure full compliance with the new brand identity.
Results
With VIM Group’s structure, governance, and digital brand expertise, TIAA successfully launched and embedded its refreshed identity:
50,000+ employees and partners aligned under a clear governance framework.
600+ touchpoints rationalised and streamlined, with outdated design systems removed.
Day 1 brand activation delivered in February 2024, marked by an all-Associate Townhall.
Digital-first brand technology roadmap established, equipping TIAA to manage its new identity with efficiency and clarity.
Full transition on track for 18 months, ensuring long-term brand consistency and ownership across the organisation.
By combining governance expertise with digital brand technology advisory, VIM Group enabled TIAA to modernise its identity, embed consistent practices, and position itself for the next century of growth.
50,000+
employees & partners
600+
touchpoints
Day 1
seamless launch
