RedRaven™: Launching a Scalable Industrial IoT Brand That Delivered $533M+ in Revenue
Challenge
Flowserve needed to establish itself in the industrial IoT space with a new platform, RedRaven™, built to deliver real-time equipment insights. The challenge: launch a net-new brand that could cut through a crowded market, simplify a complex product offering, and align internal teams around a digital-first future.
My Role
As Creative Director, I led the end-to-end brand strategy and creative execution for RedRaven, from naming and positioning through launch and global rollout.
- Developed the name, identity system, and narrative platform
- Partnered with product, engineering, and marketing to translate technical functionality into a compelling market-facing story
- Built a scalable design language applied across product UI, motion graphics, video, trade shows, and web
- Directed creative for internal enablement, sales materials, and global launch collateral
Results
- Contributed to $533M in attributed revenue through strategic go-to-market branding and storytelling
- Positioned Flowserve as an innovation leader within the industrial tech landscape
- Created alignment across product, marketing, and executive teams for consistent global rollout
- Built a foundation for future digital product brand architecture within Flowserve’s portfolio
Insight
RedRaven wasn’t just a product; it was a transformation. We didn’t just launch a brand, we helped redefine how Flowserve connects with customers through data, digital insight, and storytelling that makes complexity accessible.
