TIAA began a rebrand but hadn’t fully translated it to digital. Rather than relying on an external agency, they formed a lean internal team—myself leading visual design (with occasional motion), partnered with UX, behavioral design, systems design, and a creative director.
Design Problem / Challenge
Delivering 500+ pages across three audiences exposed scaling issues—workflow gaps, design bottlenecks, and costly delays—while demanding clarity, scalability, and brand consistency.
Delivering 500+ pages across three audiences exposed scaling issues—workflow gaps, design bottlenecks, and costly delays—while demanding clarity, scalability, and brand consistency.
Concept, Solution & Approach
We built a Marketing Design System to scale TIAA’s rebrand across digital. I led hands-on visual design and digital brand expression, defining how the brand translated into production-ready UI. The system enabled marketing teams to author pages independently while maintaining brand integrity, resulting in +80% enrollment starts, −41% bounce rate, and +76% SEO performance.
We built a Marketing Design System to scale TIAA’s rebrand across digital. I led hands-on visual design and digital brand expression, defining how the brand translated into production-ready UI. The system enabled marketing teams to author pages independently while maintaining brand integrity, resulting in +80% enrollment starts, −41% bounce rate, and +76% SEO performance.
Key Contributions
Concept development, visual design direction, UI design, motion design.
Concept development, visual design direction, UI design, motion design.
Process
Competitive analysis, UI exploration, motion prototyping.
Competitive analysis, UI exploration, motion prototyping.
Tools
Figma, Adobe Creative Suite.
Figma, Adobe Creative Suite.
Client
TIAA is a Fortune 100 firm delivering retirement and investment solutions to 5+ million participants nationwide.
TIAA is a Fortune 100 firm delivering retirement and investment solutions to 5+ million participants nationwide.
Agency
TIAA Internal Design Team.
TIAA Internal Design Team.
Contributors
Creative Director: Darrin Amellio
Systems Design (Figma): Jeremy Bell
Behavioral Design: Miraj Mehta.
Creative Director: Darrin Amellio
Systems Design (Figma): Jeremy Bell
Behavioral Design: Miraj Mehta.
Industry
Financial Services / Communication Technology.
The creative shown is a curated selection from the team’s broader body of work. We designed over 500 + experiences. :)
Financial Services / Communication Technology.
The creative shown is a curated selection from the team’s broader body of work. We designed over 500 + experiences. :)
TIAA - Storytelling Brand Expressions
How $ Moves Through TIAA
Growth Over Time
Average Human Lifespan
Risk VS Reward
Financial Spending
75% Invested
50% Return
Multiple Investments
Scale
+ Investment
Average Return
Diversity In Investments
TIAA Brand - Motion Storyboard
Different Design Approaches, Different Goals
Product pages sell, Informational pages explain, & Campaign pages persuade.
Product pages sell, Informational pages explain, & Campaign pages persuade.
Product
Informational
Campaign
Who we were designing for
TIAA supports retirement savers, employers, and financial advisors.
Three distinct audiences with different content needs, all unified under a single, consistent brand.
TIAA supports retirement savers, employers, and financial advisors.
Three distinct audiences with different content needs, all unified under a single, consistent brand.
TIAA Homepage - Design System Components
TIAA Homepage - Design System Components
TIAA Homepage
TIAA TMRW - Design System Components
TIAA TMRW - Design System Components
TIAA TMRW
TIAA Rebrand Announcement Reel
Included to provide context for the overall rebrand effort; motion by TIAA internal Design Team.
Included to provide context for the overall rebrand effort; motion by TIAA internal Design Team.