Codifying Brand at Scale: Creating Flowserve’s Global Facility Brandbook
Challenge
Flowserve operates over 180 facilities worldwide—each with its own mix of signage, wayfinding, and branding standards. This fragmented experience created visual inconsistencies, diluted brand perception, and caused inefficiencies for regional teams trying to implement updates without clear guidance.
My Role
As Creative Director, I led the development of Flowserve’s first global Facility Brandbook—a scalable system to unify brand expression across all physical environments.
- Audited environmental branding across global sites to identify key inconsistencies
- Partnered with Facilities, HSE, and Legal teams to define design standards that met safety, ADA, and ESG compliance
- Built modular systems for signage, branded zones, and safety communications—adaptable across regions and languages
- Created rollout toolkits empowering local teams to execute confidently while preserving global brand integrity
Results
- Standardized facility branding across 180+ global locations
- Reduced off-brand implementations and improved design consistency across customer- and employee-facing areas
- Increased operational efficiency by equipping regional teams with easy-to-use templates and visual guidelines
- Elevated the perception of Flowserve’s facilities, aligning physical environments with the company’s values, innovation, and scale
Insight
This wasn’t just documentation; it was operationalized brand governance. By aligning our physical spaces with Flowserve’s brand promise, we built environments that reflect who we are globally, while enabling teams to act locally with clarity and confidence.
