ENVIRONMENTAL DESIGN · SPATIAL BRAND · GLOBAL FACILITY STANDARDS
CLIENT
Flowserve Corporation
SCOPE
Environmental Design, Spatial Brand, Facility Standards
REACH
75+ facilities · 4 continents · Ongoing
GOAL
Every Flowserve facility globally
THE CHALLENGE
Flowserve operates manufacturing plants and QRCs across the globe. Every one of them is a brand touchpoint. Every facility that opens, expands, or gets acquired is an opportunity — or a liability. The question was never whether these spaces should reflect the brand. The question was how to build a creative system scalable enough to ensure they all did — consistently, across dozens of countries, languages, cultures, and construction environments — while still feeling genuinely connected to the region they served.
Most brand systems stop at the screen. They live in decks, on websites, in campaigns — and they never reach the places where the actual work happens. The people building, maintaining, and operating critical equipment every day were walking into spaces with no connection to the brand they represented.
The challenge was to close that gap permanently — to build the infrastructure that would allow Flowserve’s brand to travel anywhere in the world without losing itself.
THE FOUNDATION — FACILITY DESIGN HANDBOOK
Before a single wall graphic is designed, the standard has to exist.
The Flowserve Facility Design Handbook is a 200-page reference document covering every aspect of designing a Flowserve site in any global location — signage systems, wayfinding, exterior branding, flag placement, wall graphics, door access, lighting specifications, flooring, barriers, and brand presence requirements.
It is used by the global Facilities team and distributed directly to architects, contractors, and vendors worldwide. When a facility is built, acquired, or renovated anywhere on earth, this handbook defines what Flowserve looks like in that space — permanently, in concrete and steel.
I directed the creation of this handbook, establishing the brand standards, visual language, and specifications that govern how Flowserve shows up physically at global scale. It does not influence what Flowserve looks like. It determines it.
75 FACILITIES AND COUNTING
The program has reached facilities across four continents. Each location starts from the same foundation — the Facility Design Handbook, the Flowserve brand system, the visual language built and refined over years. And each location ends somewhere different — shaped by the culture of the country, the function of the space, and the people who work there every day.
EUROPE
Debrecen, Hungary
Arnage, France
MIDDLE EAST
Dammam, Saudi Arabia
ASIA PACIFIC
Singapore
Scoresby, Australia
AMERICAS
Irving, TX
Raleigh, NC
Torreon, Mexico
“A look is a set of colors and fonts. A system is a set of principles that can travel anywhere in the world and still know who it is.”
IRVING, TX HEADQUARTERS — A LIVING BRAND EXPERIENCE
230 Years of Legacy Timeline
A 40-foot wall installation tracing Flowserve’s history from 1790 to the present. I directed the concept and provided creative direction throughout — a typographic and photographic timeline anchoring the building’s main corridor, giving every person who walks through it an immediate sense of the company’s depth and permanence.
Interior Brand Graphics & Murals
Working with architects and vendors, I directed the visual language throughout the headquarters — from bold wave murals that bring energy to open spaces, to purpose-driven typography. Each installation was designed as a functional expression of what Flowserve believes and where it is going.
The TECH Bar
A branded internal technology space designed to feel like a product showcase. The environment, signage, and visual identity were directed by my team — creating a space that communicates Flowserve’s commitment to digital innovation before any customer ever sees it.
TORREON, MEXICO — ZONE-SPECIFIC ENVIRONMENTAL SYSTEM
Torreon represents the next evolution of the program — the clearest demonstration of how a brand system can do multiple jobs simultaneously. Rather than applying a single visual treatment across all spaces, my team designed a zone-specific color system using the wave and geometric language as the foundation. Each functional area receives its own colorway — making the brand do the work of wayfinding, culture-building, and visual identity all at once.
Zone 1 — Rose & Mauve
Warm and human-centered. Designed for people-facing spaces where collaboration happens.
Zone 2 — Teal & Blue
Cool and precise. Designed for engineering and analytical spaces where focus matters.
Zone 3 — Green
Grounded and forward-looking. A visual connection to sustainability and new industry growth.
THE SHOWROOM CONCEPT — BRAND AS ARCHITECTURE
In development is a showroom concept built around a monumental typographic installation — the Flowserve name rendered in large-scale dimensional letters using mirror and colored acrylic. Each letter is a different material, creating a spatial experience that changes as you move through it.
This is a brand experience you walk into, not a graphic you look at. The concept was presented and approved at the executive level. Installation is planned as part of the ongoing global rollout.
Executive Approved Installation Pending
OUTCOMES
75+
Global facilities touched across manufacturing plants and QRCs
4
Continents — Europe, Middle East, Asia Pacific, Americas
200pg
Facility Design Handbook used by architects and vendors worldwide
40ft
Heritage timeline wall — 230 years of Flowserve history made permanent
MY ROLE
Creative Direction & VisionFacility Design HandbookArchitect & Vendor PartnershipZone-Specific System DesignRegional Cultural AdaptationInterior Brand DirectionShowroom Concept DevelopmentExecutive PresentationGlobal Brand Standards