Project Profile: Teleflex Worldwide Branding

Outcome: Create a unified, worldwide branding strategy for a diversified multi-national.

Client: Teleflex, Limerick, PA

The Story: One of the leading multi-national integrated manufacturing, services and operations companies in the world, Teleflex has grown rapidly through service growth and acquisition, and serves distinctly separate markets in nearly 50 countries from dozens of facilities worldwide.

The company’s success has come through technical and operational innovation owing to a considered and encouraged entrepreneurial culture. At the same time, the company was challenged to leverage the brand equity of both Teleflex and the individual acquired organizations and evolve a cohesive brand that would unite all the individual operations, services, facilities and markets under a unified, worldwide brand.

Our Work: About a year after we completed a similar assignment for Sermatech, a Teleflex operating unit, Teleflex asked us to reprise our role on behalf of the entire Teleflex organization. Teleflex had many issues similar to those of Sermatech, so our approach to the assignment essentially paralleled the approach we had taken for the Sermatech Branding Initiative.

We conducted a formal Branding Study and Audit across the Teleflex organization and provided specific recommendations for establishing, unifying and managing the brand. This study included interviews with senior Teleflex managers, an online survey of about 80 secondary managers and secondary research by market.

Like Sermatech, one of Teleflex's stated objectives was to create and implement a new corporate identity, one that would update the company’s existing position and one that would allow the immediate identification of the various business units. Before we began any of the identity work, we first helped Teleflex map and recast organizations and business units into both existing, and in some cases, new and different configurations. Some of our recommendations were acted upon; some were not. We next undertook an extensive corporate identity development program, including detailed color palette analysis and verification and linguistic and symbology studies in 46 countries. Once the final recommendations and selections were made, we developed a comprehensive, yet manageable, Corporate Identity and Graphic Standards Manual to serve as the benchmark for implementation of both physical and electronic application and usage.

Subsequent to the core brand development initiative, Teleflex asked us to develop a very extensive set of aesthetics and standards for marketing materials for use system wide. This assignment, which took nearly a year to complete, included dozens of aesthetics and hundreds of individual executions involving advertising, literature, case studies, trade show displays, Power Point presentations, signage and e-marketing, among others, in both American and International specifications, all to be easily executed by both Teleflex’s in-house marketing departments and the ad agencies of the various operating units.

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