Nuveen Enhances Brand Identity with a Focus on Long-Term Generational Investing

Mar. 24, 2025

Celebrating a decade of client-centric success and global growth through the unification of 11 different brands and investment capabilities, Nuveen, the investment manager of TIAA, is introducing a new brand platform that articulates the firm’s core purpose: investing for future generations to thrive.

The new brand platform underscores our experience in adapting to the changing needs of investors through 125 years of market cycles. Additionally, it highlights our evolved suite of leading investment solutions and the firm’s uniquely diversified expertise in fixed income, equities, real estate, real assets and private capital.

Tara Giuliano, Chief Marketing Officer, Nuveen said:

“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. 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.’”

 

A Global Presence in Public, Private Markets

Today, Nuveen manages an array of public and private assets for clients around the world and on behalf of parent company TIAA, one of the world’s largest institutional investors, a purpose-driven highly rated insurance company and a retirement provider. As a $1.3 trillion global asset manager, the firm has approximately 1,300 institutional clients in 32 countries and serves seven of the world’s 10 largest pension funds.

Giuliano said:

“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. 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.”

 

The Nuveen brand platform was developed in collaboration with global advertising agency Forsman & Bodenfors (F&B), a solutions-driven, creative collective that is part of the global marketing network, Stagwell.

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 U.S., the U.K., Japan and Germany.

Julien Bissuel, F&B’s Chief Solutions Officer/Managing Director North America said:

“In our collaborative research, it became apparent that ‘Invest like the future is watching’ struck the right chord with Nuveen’s global client base. 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.”