While Nuveen has the same capabilities of other financial giants, they were still known for bonds.
As their CEO said, “the business has outgrown the brand.” To compete with these huge brands,
we knew we had to break through the tropes of the category and get Nuveen’s unique point of view across.
The creative launched with a TV spot that brings Nuveen’s unique capabilities to life. Our protagonist navigates a series of windows and hallways, showing how Nuveen’s experience, foresight and access allow them to see around metaphorical corners. The Nuveen windows highlight the many investments Nuveen has made to build the next generation of portfolios.
We created a new brand platform for Nuveen — “Invest like the future is watching” — and then a fresh visual world to bring it to life.
