Launching a Post-Merger Rebrand to 300 Employees: A Festival-Format Company Day in Liverpool
SERVICES DELIVERED
CONTEXT
A UK employee benefits platform came to Stacked Events following a merger, with one brief: launch a new brand identity to the entire business in one day. Two recently combined workforces, totalling more than 300 employees, would attend. The client needed an event that would mark the moment — not just announce it.
Post-merger all-hands events carry a specific risk.
Employees from two legacy businesses arrive with different cultural reference points and varying levels of investment in the new direction. A conventional conference format was unlikely to change how people felt about the rebrand — it would announce it, but not make it land.
The product education brief added a second layer of difficulty. The new business had a broad product suite, and the client needed employees across all functions to understand it. Passive presentations were unlikely to achieve this for a workforce of 300.
The event also had to work as a celebration — an end-of-summer moment the company could rally around. Conference energy and party energy are difficult to sustain in the same programme without one undermining the other.
Stacked Events proposed a festival format. This wasn't an aesthetic choice — it was a structural one. A festival model gave the programme a natural reason to move between keynote, active learning, and social celebration without the transitions feeling forced.
BoxPark Liverpool was selected because its multi-space layout supported all three modes simultaneously. The conference element centred on a catwalk-style stage, full video wall, and custom motion graphics. This gave leadership a production-level platform to carry the brand story.
For product education, Stacked Events designed a series of branded fairground games, each mapped to a specific product category. Employees engaged with the product through competitive play — roll-a-ball racing, a cash grab, cycle speed challenges — rather than slide decks. The format made the content memorable without making it feel like a training session.
The rebrand was expressed through every physical touchpoint at the venue: custom festival bunting, flags, foamex panels, illuminated cubes, and a branded stage backdrop. A large animated logo takeover on the billboard outside BoxPark meant guests were experiencing the new brand before they walked through the door.
300+ employees moved through a full-day programme that spanned a company-wide conference, product education activities, and an evening celebration.
The new brand launched simultaneously across every physical and digital touchpoint in the venue. An on-site photo and video crew documented the day, producing content that extended the reach of the launch beyond the event itself.
The evening programme — a live band, DJ, street food traders, and a photo booth — ran as a continuation of the day without a hard break in format. The full workforce stayed through to the end.
Who knew running an event for 300+ people could be so straightforward (and 10/10 amazing!) We’ve just delivered what has been described internally as our best event yet - for over 300 people and working with Stacked made it so incredibly easy. The event was so impactful and the Stacked team really understood our vision (even though it was vague and changed multiple times) and our values and really brought it all to life. It was even better than we expected! Thanks so much to the Stacked team!
IF THIS FEELS RELEVANT
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