Valvoline Inc. – Project Velocity
"Facilitating seamless corporate transitions through comprehensive event production and logistics."
Valvoline Inc., a global leader in automotive services with annual revenues exceeding $1.4 billion, embarked on a transformative corporate restructuring initiative known as "Project Velocity." This bold move separated the company into two distinct entities: Global Operations and Retail Services. Designed to streamline operations and sharpen each division’s focus, this transition was critical to positioning Valvoline for long-term success in a competitive marketplace. As one of Lexington’s iconic companies, this restructuring carried immense weight, impacting thousands of employees and business partners worldwide.
To effectively communicate the complexities of this transition, we transformed Valvoline's Lexington headquarters’ multi-function space into a fully equipped live studio for quarterly Global Town Hall meetings. The challenge was to convert a versatile corporate space into a broadcast-quality studio capable of accommodating a local audience while simultaneously streaming to over 10,000 Valvoline team members across 1,800 global locations. This required precision engineering of stage design, advanced audiovisual integration, and real-time connectivity to ensure flawless execution. Lighting, sound, and video setups were customized for both in-person and virtual audiences, blending engaging visuals with clear communication. Working closely with CEO Sam Mitchell's corporate communications team, led by Michelle Sparks and Abby Malik, we delivered an experience that ensured every employee felt informed and included during this critical period.
After the separation was completed, Valvoline Global Products was acquired by Aramco, marking a significant milestone in the company’s journey. To commemorate this achievement, we organized a launch event at the world-renowned Galt House Hotel. This multifaceted event involved comprehensive turnkey production, custom catering, furniture and floral design, and the meticulous coordination of air and ground transportation, hotel accommodations, and overall logistics for 1,000 attendees from around the world. Our detailed planning ensured a seamless experience that celebrated Valvoline’s bold new chapter while reflecting the prestige and global reach of the brand.