Perkbox: Company All-Hands
Make 300 people from two merged companies believe in one new brand, in a single day. That was the brief Perkbox brought us, weeks after a merger.
A merger doesn't combine two workforces. It puts them in one room, still carrying different histories, different loyalties and different reasons to be sceptical. A new brand can be announced from a stage in five minutes. Getting people to believe in it, and leave feeling part of it, is another thing entirely. Perkbox didn't want an event that marked the moment. They wanted one that changed how people felt about it.
And the brand was only part of it. The same day had to teach a broad product suite to every function in the business, and be the end-of-summer celebration the company talked around. Three jobs in one day: a conference, a product showcase and a party.
We didn't start with a venue. We started with the problem: how do you get two cultures to believe in one identity in a day.
The answer was a festival. Not a theme, a structure. The three jobs that usually fight each other, a conference, a product showcase, a party, are the three things a festival does naturally. One format, built to hold all three.
That set the venue, not the other way round. We chose BoxPark Liverpool because it could run all three at once, across separate spaces. The conference took a catwalk stage, full video wall and custom motion graphics, a platform big enough for leadership to launch a brand from, not just talk about one. The product suite became a set of branded takeover games, one per product, so people learned the range by playing it, roll-a-ball racing, a cash grab, cycle-speed challenges, not sitting through slides.
The brand was on everything before anyone reached the stage. Bunting, flags, frames, illuminated cubes, a branded backdrop, an animated logo takeover on the billboard outside. People met the new identity before they walked through the door, so by the time leadership spoke, it wasn't an announcement. It was already the room they were standing in.
They came as two companies. They stayed as one.
That sounds small. It isn't. Two workforces who walked in as two companies stayed, together, through a full day and into the night, conference, product showcase and celebration, with no hard stop between them. On a day designed to make people feel like one company, the clearest sign it worked was that no one wanted to leave it.
The brand didn't get announced. It got lived. It was on every touchpoint at once, then carried past the day by the photo and video crew capturing it as it happened, so the launch kept reaching people who weren't even in the room. Three jobs, one day, one company that left feeling like one.
This was a post-merger brand moment. See how we design internal brand launches and community events.
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