This evolution began in early 2021 with an enterprise-wide education program about its brand promise and client commitments. To represent TIAA's modern approach to client-centric marketing, the company has a refreshed visual brand identity being released in phases through 2021.

The brand strategy is evolving to help accurately reflect who it serves, highlighting the company’s core focus of retirement. Its new brand promise and client commitments are the core of the brand strategy to become a more client-centric company. Its visual identity and verbal identity are becoming more strategic. To achieve that, the team has created a new motion design system.