Global investment management company, Nuveen, had outgrown its brand after ten years of unifying 11 different brands and investment capabilities by parent, TIAA. Forsman & Bodenfors, the agency known for building brands through storytelling but not its deep financial services expertise was chosen to reposition it for the future.
The agency set out to conquer a new realm for Nuveen – and itself. Forsman & Bodenfors reinvented the brand with a platform that underlines the brand’s purpose, Invest Like the Future is Watching, and turned the “N” in Nuveen into a window that highlights the company’s attributes – transparency, access, foresight and adaptability.
“This campaign captures how Nuveen’s longstanding experience informs our accelerated evolution and perspective on the future. It is authentic to the core of our culture and our drive for excellence that’s rooted in optimism, confidence and a forward-thinking vision.” said Tara Giuliano, chief marketing officer, Nuveen. “Reimagining the iconic Nuveen ‘N’ as a window illustrates the firm’s attributes of transparency, access and foresight while reinforcing the vision of our new tagline, Invest like the future is watching.”
“In the last decade, we have established a truly unique platform of public and private investment capabilities across asset classes, partnered with clients to meet their investment objectives, and launched a global institutional client channel, all while maintaining competitive investment performance,” Giuliano added. “We are now in an exceptional position to extend our global business as a leading asset manager with world-class investment capabilities, distribution and product expertise.”
To ensure that the new creative platform and visual identity would be meaningful with intended audiences, Nuveen and its agency conducted in-depth qualitative research across key markets, interviewing several hundred institutional investors, advisors and consultants in the US, the UK, Japan and Germany.
“In our collaborative research, it became apparent that Invest like the future is watching struck the right chord with Nuveen’s global client base,” stated Julien Bissuel, F&B chief solutions officer/managing director North America. “It was truly a pleasure to partner with the Nuveen team to reimagine the way their storied brand will reach audiences in a new way as they rise to the opportunities and challenges of the years ahead.”
Credits:
Client: Nuveen
Chief Marketing Officer, TIAA: Micky Onvural
Chief Marketing Officer: Tara Giuliano
Chief Brand Officer, TIAA: Zara Mirza
Global Head of Brand Marketing: Mary McCall
Vice President, Global Brand Marketing: Callie Starbuck
Assistant Vice President, Brand Campaign Manager: Katie Nealon
International Brand Manager: Felicity Johnson
Copy Director: Matthew McGarry
Vice President, Global Creative Director: Tina Altounian
Agency: Forsman & Bodenfors
Chief Solutions Officer: Julien Bissuel
Creative Directors: Claudette Martin & Sarah Anderson
Associate Creative Directors: Liz Allemang & Brittany Hall
Senior Producer: Laura Peguero
Director of Business Affairs: Scott Terry
Head of Global Strategy: Tom Suharto
Head of Strategy: Andrew Carty
Business Partnership Director: Gregory Wesh
Business Partnership Director: Hannah Casey
Production Company: Academy Films
Director: Sophia Ray
Producer: Megan Porche
Executive Producer: John Nguyen
VFX Supervisor: Denis Reva
Service Production Company: B2Y
CEO: Alexander Kenanov Service
Producer: Ivan Ivanov
Post Production: Cosmo Street
Editor: Mark Potter
Assistant Producer: George Irizarry
Head of Production: Anne Lai
Audio & Mix: Sound Lounge
Mixer & Partner: Justin Kooy
Executive Producer: Dana Villarreal
Colour: Electric Colour
Colourist: Luke Morrison
Executive Producer: Polly Durrance
Producer: Sydney Levy
VFX: ETC (Electric Theatre Collective)
VFX Lead: Amy Smith
VFX Shoot Supervisor: Denis Reva
Executive Producer: Polly Durrance
Producer: Sydney Levy
Music: The Hogan
Music Supervisors: Sean Hogan & Ludo Swaniker
Original Composition: THE HOGAN
