Case Study
TEVA
The Opportunity
Teva, a global pharmaceutical company with 40,000 employees and 200 million customers served daily, grew rapidly through acquisitions across Europe, Latin America, and North America. Many acquired sites were never fully rebranded or were rebranded inconsistently, resulting in fragmented identities and employees who still associated with their former companies.
The challenge was clear: integrate employees across 125 sites in 53 countries, establish a unified global identity, and bring the concept of “One Teva” to life across six continents.
Our design and implementation teams worked closely to test components across pilot sites, enabling consistent delivery.
The Solution
Principle developed the Teva Global Rebranding Report, providing a clear roadmap for worldwide implementation costs and timelines. By analyzing every site and creating a matrix based on physical scale and employee count, we delivered an accurate global rebrand budget aligned with new brand guidelines. Working closely with Teva’s global brand team and design partners, we co created new international guidelines and then led the full global implementation.
Our team delivered end to end execution:
• Specifications and engineering drawings
• Site surveys and location specific design schemes
• A global manufacturing and installation strategy
• Principle Connect, an online project management platform
• Principle Direct, an after sales portal for ordering brand components and accessing services
Through regional project managers and global production networks, we executed a seamless rebrand across all 125 locations.
Our impact
Teva’s global transformation delivered a strong, unifying message across the organization:
• Brand change achieved worldwide in months, not years
• Greater employee understanding of the business and connection to the brand
• Declines in employee turnover and increases in tenure
• The successful global launch of the “One Teva” identity
