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Case Study
Branded Content Campaign

TIAA 360° Content Series

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Designed and led a multi-platform content series that translates TIAA’s annuity offering into clear, engaging experiences, supporting their core promise of guaranteed lifetime income.

Client

TIAA

Scope

4-Part Branded Content Series, Social Campaigns (Paid & Organic), Interactive Web Experience

My Roles

Lead Designer & Art Director

Timeline

Part I: Mar. - Oct. 2024

Part II: Apr. - Jul. 2025

Results

Total number of impressions delivered across the campaign

16M+

Average Time Spent reading the branded content on Forbes.com

62.5s

Total click engagements with the quiz across mobile and desktop

41,919

Inspired by familiar financial planning tools, the visual language introduces structured layouts and bespoke illustrations, guiding users through data in a way that feels both intuitive and approachable.

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THE CHALLENGE

TIAA needed to drive consideration for its annuity product, simplifying a complex financial offering while building trust within an editorial environment.

The content had to:

  • communicate the value of lifetime income

  • remain credible within Forbes’ editorial ecosystem

  • scale across web, social, and video formats

The Approach

I developed a modular design system to translate dense financial information into accessible, engaging content across platforms.

The system balances:

  • clarity: simplifying complex concepts

  • engagement: encouraging interaction and relatability

  • scalability: enabling consistent execution across formats

Design System in Action

The modular framework allows content to flex across:

  • Long-form editorial content

  • Interactive experiences

  • Social formats (static, carousel, video)

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This approach ensures that:

  • Key insights are immediately understandable

  • Deeper information is progressively revealed

  • The experience remains cohesive across touchpoints

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The modular system transformed the content into a scalable, multi-platform experience, enabling consistent storytelling, interactive engagement, and increased visibility, ultimately supporting TIAA’s goal of driving product consideration.

CREDITS

Design Lead → Janet Yin
Content Lead → Kara Stiles, Jessica Militare
Associate Director, Program Management → Rachel Aquino
Illustrator → Alberto Miranda

SEE MORE WORK
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