Building Better Safety
PURPOSE-DRIVEN BRAND CAMPAIGN · GLOBAL · ANNUAL
Challenge
Safety in industrial manufacturing is usually a compliance exercise. Posters get printed. Procedures get updated. Accident rates stay flat because behavior doesn’t change from a poster.
Flowserve had real safety ambitions — a target of zero recordable incidents — but the creative and communications infrastructure to support that ambition didn’t exist. Regional teams were producing their own materials. Messaging was inconsistent across 54 countries. And the word “safety” had become wallpaper: present everywhere, noticed by no one.
The ask was to build something that actually worked.
My Role
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I built the safety platform from brand strategy through global deployment — not as a one-time campaign, but as a system designed to run indefinitely and improve every year.
The platform line I wrote: Start Safe. Finish Safe. Home Safe. Six words simple enough to say in any language, emotionally resonant enough to mean something before a shift starts. It became the verbal center of everything.
From there I built the full creative system: a unified visual identity, signage and environmental design deployed at 75+ manufacturing facilities across four continents, annual safety week campaigns, training materials, video content, and leadership communication templates. I aligned the rollout with HSE leadership, legal, and regional site teams globally. Every touchpoint reinforced the same idea — safety is a value you own, not a rule you follow.
The Unconventional Part
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Most safety programs are run by operations and handed to creative for execution. I argued that the creative was the strategy — that behavior change at scale required the same rigor we’d give a product launch. That argument had to land with C-suite, and it did.
I treated this the same way I treated RedRaven: a brand problem, not a compliance problem. The platform, the visual identity, the tone — all of it was designed to create identity and belonging, not obligation.
Outcomes
Flowserve reached a Total Recordable Incident Rate of 0.26 in 2022-2026, placing the company in the top 1% of global industrial manufacturers for safety performance.
The platform is still running. It has been embedded in annual safety initiatives, leadership communication, and facility design across every major Flowserve region for multiple consecutive years.
Scope
Creative Platform Strategy · Brand Identity · Platform Copywriting · Environmental Design · Campaign Direction · Signage Systems · Video Direction · Annual Campaign · Global Rollout · HSE Partnership
