Reimagining employee culture for fintech GCC
Culture Acceleration Lab built for well designed visual identity
Overview
TIAA Global Capabilities set out to strengthen cultural connection within the organisation. The objective was to design an experience that employees could actively engage with one that made culture visible, relatable, and participative rather than abstract.
Challenge
While TIAA Global Capabilities was driving cultural initiatives, there was an opportunity to make the Culture Acceleration Lab more engaging, aligned, and experience-led, ensuring stronger participation and recall.
Approach
We created a distinct visual identity for the Culture Acceleration Lab at TIAA Global Capabilities, designed to bring consistency and clarity to the workshop experience.
The identity was applied across multiple touchpoints from logo and event collaterals to spatial branding (standees, entrance, backdrops) and internal communication assets such as emailers, creating a creative and engaging visual presence throughout.
Outcome
A cohesive branding system ensured the Culture Acceleration Lab had a strong and recognisable presence. By aligning all communication and spatial touchpoints, the experience felt structured, consistent, and easy for participants to navigate.
