THE ASK
TIAA brand was facing a transformation amid an office redesign that had to stay the course and identity work was needed throughout reception spaces.
THE SOLUTION
To highlight the inspiring stories of where TIAA came from and where they’re going, TIAA commissioned three murals immortalizing their proud legacy of progress and impact.
MY ROLE
Research, concept, sketch, and present original design. Select artists through a formal RFP considering cost, location, style, and artist values. Assist with project execution—art direction and various rights managed challenges.
CREATIVE PROCESS
Phase 1: Visually show progress and impact by intersecting geometric views, persons and landscapes
Phase 2: Personalize using TIAA history archives
Phase 3: Final artist renditions (Layqa Nuna Yawar, Katie Yamasaki, Vincent Ballentine)
INITIAL DESIGN
Feature plus 3 digest
TARGETED AUDIENCE
Feature with image plus read more
SIMPLIFIED
Feature with no image plus read more
TRIGGER COMMUNICATIONS
Web services enable trigger communications in real time using
data variables passed from the data master.
REUSABLE CONTENT
Shared blocks on multiple communications creates
consistency, increases efficiency, and reduces risk.
SIGNAGE EFFORTS
Colors were carefully selected based on branding, contrast, and availability. Individual letters were then inspected for seams, light consistency, even stretching and frame damage.
