We describe the FloWr framework for implementing creative systems as scripts over processes and manipulated visually as flowcharts. FloWr has been specifically developed to be able to automatically optimise, alter and ultimately generate novel flowcharts, thus innovating at process level. We describe the fundamental architecture of the framework and provide examples of creative systems which have been implemented in FloWr. Via some preliminary experimentation, we demonstrate how FloWr can optimise a given system for efficiency and yield, alter input parameters to increase unexpectedness, and build novel generative systems automatically.