Print isn’t dead. And neither are events – especially for the tech sector.
Despite the post-pandemic panic that people would never work or meet in-person again, the end of 2024 and 2025 as a whole has shown a real turning in the tides.
For the tech leader Arrow ECS UK alone, this year we’ve created and launched campaign identities for multiple major corporate events, proving just how powerful human engagement is for businesses and brands alike (who would’ve thought?!).
The question we now ask ourselves at CRUSH is how we continue to strive for that success. How do we ensure that the event brands we create continue to pack a punch with their audiences, and that the buzz of doing business in-person doesn’t die out?
A little food for thought
Whether it’s at a workshop, round-table or full-on, multi-day conference, there’s no denying that face-to-face events create connection and collaboration in a way that our digital tools today just can’t beat.
For many businesses this year, 2025 has been tough. Many have considered, and even carried out, major cut-backs and redundancies. So whilst it may feel natural to stop the spending on branding, marketing and events, in times like these communicating and offering real value to your consumers is actually more important than ever.
And don’t just take our word for it, either. Industry research from this year has revealed that 91% of people say branded experiences make them feel more optimistic about a company, with 68% of B2B marketers saying events are their most effective lead source.
It’s simple really, we are wired to connect – no matter where we are or who we work for.
Marketing and comms expert for B2B tech companies Cara Soloman certainly agrees with this sentiment, too, writing in The Entrepreneur: “Even in a world that embraces remote work, most of us still crave face-to-face interaction. That’s why live events matter. They’re not just gatherings, they’re growth engines. They’re your chance to understand customer pain points, build trust and lay the groundwork for future sales. At their core, events are about relationships, and relationships are how businesses grow.“
For the team here at CRUSH, we’ve definitely heard the same feedback from the events we’ve worked on for Arrow ECS UK. From their flagship event Agents of Change to their collaborative get-together IBM + Arrow Partner Jam, not forgetting their Irish Tech Now events for 2024 and 2025, inviting tech leaders from around the world to come together, in one space and for one purpose, has aided them in their mission to creatively push boundaries and deliver genuine ROIs.
“Working with CRUSH has been an incredibly rewarding experience. Their creative ideas consistently push boundaries, bringing a fresh, disruptive edge to our campaigns that has truly set us apart in the industry.
They’ve not only elevated our brand presence but have also helped us break into new, bold directions that have captured attention and sparked conversations within our field.”
– Ben Musgrove, Marketing Manager, Arrow ECS
How to design an event that resonates
The key to creating an identity or brand for a successful corporate event is in the collaboration, and by understanding what truly makes a ‘good’ brand experience.
Our team of designers, brand strategists and copywriters always work in symphony to create well-thought-out event brands. The messaging is crafted to connect, the visuals are designed to radiate, and the organisation for print and venue hire (amongst the very long list of to-do’s for event planning) is to exacting standards.
CRUSH Founder and Creative Director Natalie has even had the pleasure of joining Arrow at the events we’ve designed for this year, helping to set up, deliver fresh creative touchpoints, and – most importantly – connect with the attendees:
“We can sit in the studio and mock-up how the event brand will look all day long, but attending in-person is always what really brings it to life.
I for one have loved attending Arrow’s events. As a creative, it’s been refreshing to hear the thoughts and predictions from the world’s most innovative and insightful technology experts, who have shifted my perspective and broadened my knowledge around the safety, security and real-life value of AI in business.”
Whatever 2026 has in store, we hope the trend for pursuing human connection, amidst the algorithms of AI-generated content, will continue to flourish.