Aligning Culture at Scale: Launching Flowserve’s Global Purpose & Values Campaign
Challenge
Flowserve needed to reinforce its company purpose and values across a rapidly evolving global workforce—spanning 16,000+ employees in more than 180 locations. The challenge was to translate high-level messaging into a campaign that would resonate across geographies, languages, and business functions—supporting internal transformation and leadership alignment.
My Role
As Creative Director, I led the global rollout of Flowserve’s Purpose and Values campaign, partnering with executive communications, HR, and brand teams to ensure a unified creative experience across all touchpoints.
- Built the visual and messaging platform to connect values with everyday work culture
- Directed the creation of digital and physical assets, including animations, posters, signage, and internal email campaigns
- Designed a modular rollout system adaptable by region and function, supporting translation into 9+ languages and deployment at over 180+ locations
- Ensured creative alignment with broader internal brand, safety, and transformation narratives
Results
- Launched successfully across 100+ global sites
- Increased awareness and visibility of company’s new purpose among employees at every level
- Empowered leadership to reinforce values with clear, accessible communication tools
- Created a foundational creative system now used in ongoing culture and transformation programs
Insight
This initiative wasn’t just an internal campaign; it was a cultural integration tool. By combining design clarity with strategic messaging, we helped thousands of employees understand, believe in, and act on Flowserve’s purpose in a way that scaled across borders, languages, and job roles.
