I helped transform TIAA’s Our Values page into a clearer, more engaging experience that better reflects the organization’s mission, culture, and commitment to participants. Starting with content from the outdated legacy page, I rebuilt the narrative from the ground up – sharpening the messaging and aligning the tone with TIAA’s values-driven brand voice.
To ensure accuracy and authenticity, I partnered closely with SMEs and stakeholders across brand, UX, and compliance. Their insights shaped how each value – client obsession, championing people, integrity, accountability, and collaboration – is expressed on the page, ensuring the final experience met expectations for tone and impact.
A key part of the refresh involved integrating and elevating the video content featured on the page. I familiarized myself with the full narrative of the retiree story highlighted in “Shining a light on what's possible” and collaborated with the scriptwriter to craft supporting copy that encourages deeper engagement. The goal was to enhance click‑through and watch rates by creating a seamless bridge between the page’s value messaging and the emotional resonance of the video.
Throughout the project, I focused on creating a cohesive, values-forward experience that reinforces TIAA’s mission and culture – ensuring the page not only informs but inspires trust and connection.