Teva Internal brand guidelines

The challenge

Following years of several acquisitions, the leadership at global pharmaceutical company TEVA was looking to address the lack of connection between their employees and their brand. The company wanted to create a sense of “One Teva” globally but were faced with the question of how to engage employees across different brands as well as diverse workplaces, which included manufacturing, warehousing and office-based locations worldwide.

Teva Furniture and finishes guidelines

The Solution

We began by identifying the causes and symptoms of the lack of employee engagement, which was resulting in higher than average employee turnover. 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.

Teva Furniture and finishes guidelines

Intelligence
A data-led decisioning tool for the most optimal brand roll out included:
Market benchmarking
Data cleansing ­
Cost modeling ‘What-if’ decision modeling
Strategic recommendation

Teva Brand strategy and design extension

With the ultimate goal of consistency across all markets, setting up the basis for solid governance was essential. We crafted detailed guidelines for the internal brand executions, external signs, internal signs, screens as well as furniture and finishes.  The design team worked closely with  our implementation team to test all components across pilot sites, detailing  all information needed by project  managers to be able to successfully  deliver consistency globally. To enable simpler purchasing of compliant and approved brand components, we also created an intelligent online platform that streamlined the entire ordering process, allowing purchases with the click of a button across any device.

Distilling a large product catalogue into regions, nominated suppliers and smart filters, the Teva team could now review inquiries, process orders and deliver products through this platform, helping reduce administration and providing company-wide tracking for management.

Key project delivery
Brand strategy and design extension
Brand guardianship
Internal brand guidelines
External and internal sign guidelines
Furniture and finishes guidelines
Screen guidelines
Facilities branding

Teva - Internal brand guidelines and Brand guardianship

The Result

The ultimate result was a brand change in months - not years, sending a powerful  and decisive message of solidarity across the organization. The result has been positively received, with employees reporting a greater understanding of business purpose, a deeper connection to the brand and a sense of belonging. Most importantly, average employee tenure is also on the rise.

Our partnership with Teva went way beyond the completion of concepts  or guidelines. We worked alongside  them as brand guardians, using our knowledge and expertise to strengthen employees connection to the  brand and putting them on the path to “One Teva” globally.