Founded in 2012 by CEO Holly Moore, female-founded and Manchester-based agency Make Events has grown into a successful events agency. Now, after over a decade of evolution, the agency has unveiled a bold new rebrand that marks a significant step forward in its journey.
A new era: Why the rebrand was needed
After 13 years in business and a global pandemic the decision to rebrand Make Events stemmed from a need to align the agency’s identity with its evolution, values and future ambitions. While the company made a post-covid repositioning, it never quite captured the authenticity of its 2016 brand refresh.
CEO Holly Moore felt that the existing identity no longer reflected who they were or where the agency was going. The business had not only weathered the challenges of COVID but has, in turn expanded geographically and broadened its service offering, changes that weren’t being communicated visually or strategically.
Moore says: “By the end of 2024, I was feeling tired of the brand. It looked old-fashioned and started to feel out of step with who we’d become. The business had changed dramatically, our clients were more geographically diverse, our offering was broader and we needed the brand to reflect all of that.”
Built from within: A team led transformation
While Make Events has previously enlisted external agencies for brand repositioning, this time the team took the entire project in-house, placing collaboration and internal insight at the heart of the process. CEO Holly Moore explains: “No one knows the brand like our team, and it was important that they felt part of the journey and had a voice in shaping the decisions. We came together to talk about the ambition behind the brand and where we want to take it.”
One of the biggest challenges of the rebrand was simply finding the time. With the team fully immersed in delivering events it was important to be mindful and respectful of everyone’s already packed schedules. Balancing the demands of day-to-day client work with the need for collaboration, feedback and sign-off on the rebrand wasn’t easy but because the project was kept in-house, the team had the flexibility to work on it in the evenings and around other major initiatives. Despite being one of several big projects happening simultaneously, the team found the space to pause, reflect and ultimately create something meaningful, making the end result even more rewarding.
Moore says: “A rebrand can often look aesthetically pleasing, but we went deeper: what’s the future of the business? What are our values? What’s our vision? That helped make the decision. People might just see a new colour or a new logo, but so much more work went into it. We really involved the team and thought about our ambitions.”
Last October Make Events appointed Mike Kershaw as chairman, bringing with him decades of experience in the events industry and a proven track record in scaling businesses. Kershaw has been working closely with the agency to shape its growth strategy. To gain an external perspective, the team surveyed 120 stakeholders—including clients, former clients, freelancers and suppliers—before narrowing it down to 25 individuals for one-on-one interviews. The feedback was diverse, with responses varying by sector, but a recurring theme emerged: the brand was seen as “fun,” which sparked reflection, as the agency also delivers high-level strategic events.
Internally, an anonymous team survey revealed that 66% supported the idea of a rebrand—validating the direction the agency was heading in. “That confirmed it. We needed them to fall in love with it,” Moore says. The team was then invited to a creative workshop where they built mood boards to explore how the new brand should feel and how it could stand out in a competitive market. From these sessions, a clear goal was born: “Manchester to the world.”
The process also involved a full review of the agency’s services and offerings. Every product was re-evaluated, every case study revisited, and all copy was rewritten to ensure the internal team had clarity—and consistency—on what the brand represents and where it’s going.
Kershaw says: “The rebrand has been a game-changer for Make Events. It’s brought clarity, energy, and a renewed sense of purpose that’s tangible in every conversation we have—both internally and with our clients.”
He adds: “The new identity doesn’t just look great—it feels right. It captures who we are, how we show up, and the kind of creative, operationally-excellent business we’re building. Most importantly, it reflects our ambition: to be the go-to event partner for brands looking to deliver world-class events and unforgettable brand experiences. I’ve never been more excited about what’s ahead for Make Events.”
More than a makeover: The brand’s bold new identity
The rebrand touches every aspect of Make Events’ identity, from its visual style to its tone of voice and strategic positioning. Central to the refresh is a bold new logo and contemporary monochrome colour palette, featuring a lilac accent as nod to its original lilac colour pallet. The brand language has also been updated to reflect a more confident, authentic voice that speaks directly to its evolved client base. Alongside the visual and verbal updates, the website has been completely redesigned to showcase the agency’s expanded service offering and national reach. Moore says: “We kept the final concept a secret from the team and did an internal brand reveal event and that was really special to see everyone be so proud and sharing the rebrand across social media.”
The agency has also invested in its office as part of the rebrand and readjusted the brand values.
The overarching brand value is “make the magic happen”, born out of people saying that when Moore steps away from the office, so does the magic. Moore says: “We wanted to get these values so it doesn’t matter where I am, whether I’m in London delivering an event or overseas, make magic remains. We really felt that the values are based on the kind of behaviours we want to see from our current team and for anyone that we recruit. Every word has been agonised over to make sure it is authentic to us.”
As Make Events enters this next chapter with a refreshed identity, a clear purpose, and a team-driven vision, the rebrand stands as more than just a new look—it’s a statement of intent. With renewed energy and ambition, the agency is firmly focused on delivering unforgettable experiences, from Manchester to the world.
