Flo. & Flossie: Reflecting on the Origins of Our Values

In the process of refreshing our brand at the beginning of this year, we reflected on the people who have shaped the company and who we’ve become over the last seven years. In doing so, we realized that our company name, and the story behind it, was worth sharing as it has more meaning than just a clever play on words. It’s a story about the people, values, and the lessons that shape who we are—and how we operate—to this day.

The name “Flo.” is twofold. First, our name is a credit to Mihaly Csikszentmihalyi and his philosophy on the flow state—the science-backed idea that people are at their best when they are deeply immersed in meaningful work, where time disappears and ideas come naturally. This concept shapes how we design our work at Flo.—protecting time for deep thinking, fostering environments conducive for peak creativity, and creating space for our team to do the kind of work they’re proud of.

Second, our name is short for a wonderful lady named Flossie—or, as our founder calls her, Granny. Flossie grew up in Virginia and was the oldest daughter (the second oldest child) out of eleven kids. She was an exceptional caregiver and a natural, fearless leader. Here are some of our company values that have been shaped by the wisdom Flossie gained through her life experiences: 

Build Trust.

Trust is built through honesty, empathy, and showing up—approaching each challenge as an opportunity for growth.

Flossie was always there if someone needed help—even if she had just met that person. She empathized with the individual and saw an opportunity to be a good neighbor, relative, or friend whenever possible. And when she didn’t have the right words or know quite what to do, she knew the importance of simply showing up. In every conversation and difficult situation, Flossie looked for what she could learn. Even when others didn’t understand her humble leadership or decisions, she built trust with those around her because her compass was always pointed in the right direction.

In business, we bring that same belief into our work with clients, partners, and each other. Trust is the foundation for every relationship we build, and we work hard to earn it every single day.

Own It.

We take pride in what we do and how we do it. Leadership is a mindset—we believe in embracing challenges, finding solutions, and following through with integrity.

Hard work was second nature to Flossie. We’re not even sure she knew how to do things any other way! And whether she was appointed into a leadership position or not, she was a natural leader in everything she did. Every challenge was an opportunity to overcome adversity and, above all, to do so by “doing the right thing.” It was as simple as that. And if things didn’t work out or go according to plan, there was no one but herself that Flossie looked towards for accountability. Owning it was just what she did.

We’ve carried this lesson into the way we approach our work at Flo. Marketing. Whether it’s a brand launch, an integrated campaign, or a big bet on a new market, we show up with sincere dedication to being great partners and doing great work. We own the work and the outcomes.

Give to Grow.

Whether we’re supporting our team or championing meaningful causes, every act of generosity sparks new ideas and helps us evolve—together.

If anyone ever did something nice for Flossie and she couldn’t immediately repay them, she would always say: “I hope I can do something just as nice for you one day.” In every interaction, she embraced opportunities to help others and grow from the experience. For her, the learning was never done, and being of service to others was something she saw as a gift.

The gift of service lies at the heart of how we work. We believe that giving—whether it’s knowledge, creativity, mentorship, or partnership—is what fuels growth. We give generously to our clients and our team and, in return, we grow alongside them.

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If you’re a fan of Ted Lasso, you know the “BELIEVE” sign and what it means for the team. Or if you’re a fan of The Bear, you will recall the motto “Every Second Counts” and what that does to promote a culture of excellence.

If you’re part of Flo., our version is “May the Work I’ve Done Speak for Me.” Thank you, Flossie, for providing our company with such powerful guiding words to live and work by. 

As we find ourselves celebrating entrepreneurship and gratitude this month, our last thought is this: no matter who you are and what you do, there are three things that are simple and true:

• Believing in people and building trust are among the most important aspects of business.
• Focusing on doing the right thing and rising above the noise separates the good from the great.
• Leadership is how you give to others and the mark you make on the world. It doesn’t have to be more complicated than that.

Flossie’s spirit of leadership and generosity lives on in every aspect of how we show up—for others and for our work—on a daily basis. To us, providing service goes beyond simply making good on deliverables. Rather, it is about being fully present for and honoring the incredible individuals, projects, and initiatives we are so fortunate to support. In doing so, we hope to make a positive impact on the world around us in ways big and small. 

Curious to learn more? Take a closer look at our brand evolution and values here.

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