BRAND IDENTITY · NAMING · PRODUCT DESIGN
CLIENT
Flowserve Corporation
SCOPE
Naming, Identity, Brand System
AUDIENCE
10,000+ global employees
YEAR
2025 – 2026
THE CHALLENGE
Flowserve had built something significant: an internal AI tool that gave every employee in the company access to 120 years of institutional knowledge. It could answer technical questions, assist with translation, surface expertise from across a global organization, and learn as the company evolved.
The technology was ready. The brand was not. A product this important — one that would change how 10,000 people work every day — needed an identity that communicated what it actually was. Not a chatbot. Not a search bar. Something deeper. The challenge was to create a name and brand that made people feel the intelligence inside it before they ever opened it.
THE NAMING PROCESS
I led a structured naming exercise with the creative team using a shared digital whiteboard. The process: open brainstorm, concept clustering, team voting, shortlist to four candidates, pitch to the Executive Leadership Team. From four we landed on two. From two we developed logo concepts and visual thumbnails before the final decision.
Three names made the final round.
Indigo
Depth, insight, and inner wisdom. Intelligence that reasons beneath the surface — extracts meaning, not just output. Gender-neutral. Distinctive. The color of deep cognition.
SELECTED
Sage
Wisdom and knowledge. Strong conceptually but leaned toward advisory — softer than what the product actually does. Also crowded in the AI naming space.
CONSIDERED
Newton
Discovery and first principles. Intellectually strong but carried legacy tech associations and felt more product-named than brand-named at this scale.
CONSIDERED
THE CREATIVE RATIONALE
“Indigo represents intelligence that reasons beneath the surface, extracts meaning, and delivers insight — not output.”
THE BRAND
THE BRAND DIRECTION
The visual identity was built to feel distinct from Flowserve’s main brand — clean, minimal, and tech-forward, but never cold. Enterprise AI tools have a tendency to feel clinical. Indigo needed to feel intelligent and approachable — a tool people would trust with the institutional memory of a 120-year-old company.
The identity system was designed to live entirely within a digital environment: UI surfaces, internal communications, onboarding materials, and platform touchpoints. Every decision was made with one question in mind: does this feel like it belongs to something that knows things?
OUTCOMES
10,000+
Employees served by the branded platform
120 yrs
Of institutional knowledge given a voice and an identity
ELT
Executive Leadership Team approval — first round
MY ROLE
Creative DirectionNaming & Brand StrategyVisual IdentityTeam LeadershipExecutive PresentationBrand System Design