Rebrand & Website - TIAA

TIAA is a Fortune 100 company that provides exceptional financial services to some of the most interesting people in society. But after 97 years of service, TIAA found themselves with no brand recognition from their participants or employees. TIAA asked Frog to fuel a long-term, high-level rebrand and deliver a plan for an immediate rebranded website that would lay the foundation for the global changes. What resulted was a highly strategic site that felt easy, valuable and human. As the content strategist and copywriter, I: performed the content inventory and contributed to the core analyses. Concepted, evaluated and organized content strategy from storytelling and design perspectives. Revamped articles, gave a voice to Moments, reconfigured product information. Wrote and rewrote every piece of copy for every part of the templates. Devised the tone of voice and copy guidelines. Delivered the content mapping. Contributed to and edited presentations and presented in meetings as both a strategist and creative.