We began by identifying where employee engagement with the brand was lower than expected and understanding why this was the case. Teva urgently required not just brand consistency across diverse locations, but also a powerful creative expression that enhanced the employee experience. Starting with brand strategy and design, we enhanced their values and extended their brand identity elements to ensure the physical and digital roll out would signal change powerfully and clearly to all employees.
The most complex aspect of the initiative was planning the roll out across different locations and formats, with seemingly endless scenarios. To help the company board with decision-making, we created a dynamic tool that simulated different roll-out scenarios using Teva’s real estate asset data, combined with our sector expertise and market experience.