Wilfredo Cruz

Managing Director / Global Head of Design

Wil is Perceptual Advisor's Global Head of Design, where he leads the development of brand identity systems, as well as web and digital design initiatives. 

He is an experienced creative strategist, director, and leader working with some of the world's most iconic financial services brands. Wil served as global creative director for TIAA and Nuveen, the asset management firm with over 1.2 trillion AUM. During his time at TIAA, Wil led a brand identity refresh across their retirement business. At Nuveen, he created the firm’s brand guidelines, collateral system, thought leadership tier system, and client marketing materials, directed the digital transformation, email design system, event materials, social media creative and global brand/product paid media campaigns. Before TIAA and Nuveen, Wil was the global creative director at PIMCO, where he led the firm’s rebranding and created marketing materials for the launch into global wealth management, including rebranding their insights and global thought leadership content. Wil spent 10 years at Weschler, where he developed creative brand guidelines and built collateral systems for a broad array of financial brands including LPL Financial, Oaktree Capital, ProShares, Morgan Stanley, and Dimensional Funds. A native of Nicaragua, Wil grew up in Miami and was inspired by art and design at an early age. He earned his fine arts degree from The Cooper Union for the Advancement of Science and Art, where he studied painting and design.