To align its evolving identity with a purpose-driven vision, Nuveen, the global investment manager of TIAA, has launched a new brand platform titled “Invest Like the Future is Watching.” The campaign is a celebration of Nuveen’s long-term legacy, global footprint, and forward-thinking approach to building generational wealth.
Crafted in partnership with Forsman & Bodenfors, the creative platform underscores Nuveen’s diversified investment capabilities in both public and private markets—spanning real estate, private capital, fixed income, and beyond. More than just a rebrand, the effort is an invitation to institutional and retail investors alike to rethink the role of legacy in finance.
“This campaign captures how Nuveen’s longstanding experience informs our accelerated evolution and perspective on the future,” said Tara Giuliano, Chief Marketing Officer, Nuveen. “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.”
A redesigned “N” serves as a visual metaphor, transforming into a window that embodies transparency, access, and foresight. The message was rigorously tested in key markets—including the U.S., U.K., Japan, and Germany—with hundreds of institutional clients and consultants. Watch below:
“It was truly a pleasure to partner with Nuveen to reimagine the way their storied brand reaches global audiences,” added Julien Bissuel, Chief Solutions Officer at Forsman & Bodenfors.
As a $1.3 trillion global asset manager serving clients in 32 countries and backed by TIAA, Nuveen is leveraging the campaign to elevate its role as a thought leader and steward of long-term, responsible investing.
CREDITS:
BRAND: 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 Directors: Gregory Wesh, 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
- UMP: Ivanina Burneva
- Production Coordinator: Mladen Pecakovski
- APOCs: Maria Angelova, Nikolay Georgiev
- Production Runner: Antoan Stanoev
Assistant Directors
- 1st AD: Chris Kelly
- 2nd AD: Vasilena Boneva
- Script Supervisor: Emanuela Spasova
Choreographer
- Kosta Karakashyan
Camera
- Director of Photography: Ben Todd
- Steadicam Operator: Josh Brooks
- 1st AC: Vladislav Mateev
- 2nd AC: Yonko Balevski
Art Department
- Production Designer: Kristian Lekov
- Art Dept. Coordinator: Kristina Bodurova
- Construction Manager: Anastas Nedelchev
- Head Painter: Ivana Nikolich
- Lead Set Dresser: Alexander Tinchev
- Set Dressers: Kristiyan Eftimov, Daniel Sholeikov
- Set Dresser Labor: Dimitar Tsachev
Makeup & Hair
- Makeup Artist: Alice Shopova
- Hair Stylist: Mira Chakarova
Set Coordination
- Key PA: Georgi Damyanov
- Set PAs: Dimitar Kostov, Anton Krustev, Rostislav Stoyanov
Health & Safety
- On-Set Medic: Jordan Kalchev
Transport
- Production Vans: Nikolay Nedyalkov, Radoslav Milanov, Lyubomir Lyubchov
Catering
- Regazzi
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
- VO Casting Director: Dawn Mjoen
Color: Electric Colour
- Colorist: Luke Morrison
- Executive Producer: Polly Durrance
- Producer: Sydney Levy
VFX: Electric Theatre Collective (ETC)
- 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
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