TIAA Bank wanted a full rebrand that resonated with its Floridian clientele, which leaned more toward the affluent side, aiming to create a fresh identity that embodied the spirit of Florida. The goal was to evoke feelings of warmth, trust, and local connection while maintaining a sense of modernity and stability. The new identity was designed to feel inviting, approachable, and attuned to the unique needs and aspirations of Floridians, ensuring the bank was seen not just as a financial institution, but as a trusted partner in the local community..

Brand Design
Visual Identity
Design Direction
Collateral