For most of its first 100 years, TIAA was the unquestioned retirement provider for educators. But American retirement is now in crisis: 40% of workers just can’t afford it. Fighting for them and a new generation would require a re-founding of TIAA’s brand and business. Immersing ourselves in both, we repositioned them as category challengers willing--and able--to promise something better. We built an enterprise-scaled brand, from tone of voice and messaging, to an evolved logo, and custom type, photo and icon libraries. We established new corporate values and brand behaviors, launching a Retirement Bill of Rights and an award-winning thought leadership franchise. Inside TIAA and beyond its walls, we made storytelling newly human and newly relevant to unite millions of people in transformative purpose.