EXPERIENTIAL DESIGN · EVENT BRAND · EXECUTIVE COMMUNICATIONS
CLIENT
Flowserve Corporation
SCOPE
Event Brand, Experiential Design, Executive Communications
AUDIENCE
120–130 global leaders annually
YEARS
2018 — Present
THE CHALLENGE
Every year, Flowserve’s CEO gathers the company’s top 120–130 leaders from across the globe for three days. The purpose is not a meeting. It is an experience — one designed to communicate strategic vision, inspire alignment, and send leaders back to their regions with clarity, energy, and belief in where the company is going.
The creative challenge is the same every year and harder every time: build a world around a single idea, make it feel inevitable, and then find a way to top what you did the year before. Every touchpoint — the theme, the stage, the presentations, the environmental graphics, the sizzle video, the badges, the giveaways, the lighting, the room itself — has to work as a unified experience. Nothing can feel generic. Nothing can feel like it was assembled from a template. And it has to be ready for a CEO to walk onto that stage in front of 130 of the most senior people in the company.
In 2024, we also renamed the event entirely — retiring the Flowserve Leadership Summit after six years of production and launching GLX: Global Leadership Experience as a new brand with its own identity, equity, and room to grow.
THE PROCESS
Each GLX starts the same way: a conversation between me, the VP of Communications, and the Director of Communications about what the CEO is trying to achieve that year. What is the strategic priority? What do leaders need to leave the room believing? That conversation becomes the creative brief.
From there I develop a small set of theme concepts — text-led ideas that can carry the weight of a three-day experience and connect to the business narrative. Those themes go to the CEO and ELT for approval. Once we have a direction, everything begins.
01Theme concepting and CEO approval
Collaborative sessions with Communications leadership to develop theme options tied to the CEO’s annual strategic narrative. Concepts pitched to CEO and ELT stakeholders for selection and refinement.
02Visual identity and brand system development
My design team builds the complete brand system: core visual identity, stage design concept, presentation template, environmental graphics, attendee materials, digital applications, and motion assets — all unified around the approved theme.
03Full stage mockup and CEO pitch
Before anything is built, we produce a full visual mockup of the stage, presentation system, and room experience and pitch it to the CEO for approval. This ensures alignment before production begins and gives leadership a real vision of what the room will feel like.
04Intro sizzle video — concept, script, and direction
I concept and script the opening sizzle video that launches the event — the first thing 130 global leaders see when they take their seats. Directed in collaboration with the video production team to set the emotional tone for the entire three days.
05Production partnership and live experience execution
We partner with a production company on stage build, lighting design, and AV execution. My team provides all creative assets and direction. The show coordinator on my team manages the physical experience — giveaways, attendee flow, room timing — ensuring every moment lands as designed.
THREE YEARS — THREE THEMES
Each year a new strategic vision. Each year a complete brand world built around it.
2024 · IRVING, TX · GAYLORD TEXAN
Extraordinary Momentum
The year GLX was born. We retired the Flowserve Leadership Summit and launched an entirely new event brand with a complete identity system built around forward energy. High-contrast black stage, oversized X mark, cyan and amber gradients, branded charging stations, personalized attendee badges, and a multi-screen environmental graphic package that transformed the room.
New Event Brand LaunchStage DesignEnvironmental Graphics
2025 · DALLAS, TX
The Power of You
A shift from momentum to people — centering the narrative on individual leaders and their impact. Rich color wave gradients, a custom 3D physical installation of the theme typography, a branded entry tunnel that immersed attendees the moment they arrived, custom apparel, mobile wallpapers, and an environmental system extending from registration to the keynote stage.
3D InstallationEntry ExperienceCustom Apparel
2026 · SCOTTSDALE, AZ
Elevate
Built to communicate the CEO’s vision for Flowserve’s transformation into new industries — nuclear, digital, and beyond. Inspired by the Arizona desert sky, the Scottsdale Sky Palette moved from midnight blue to glowing amber across every surface. Vertical light forms on stage created upward energy. The brand system extended across stage, presentations, environmental branding, and a complete event identity designed to make 130 global leaders feel the company’s next chapter before they could articulate it.
Desert Sky PaletteVertical Stage DesignIndustry Transformation
OUTCOMES
8+
Consecutive years producing the event end-to-end, since 2018
130+
Global leaders reached each year
CEO
Publicly recognized the creative team every year from the stage
↑
Raised the creative bar every consecutive year
MY ROLE
Theme ConceptingCreative DirectionBrand System DesignStage DesignSizzle Video DirectionExperiential DesignCEO PresentationProduction PartnershipTeam Leadership