Micebook
Why: Events Industry Expo
location: St Pauls, London
industry: Events
The challenge
Micebook Expo is the event industry’s leading expo and is known for its trailblazing content.
In 2026 the team brought TWC in to re-imagine the experience to maximise the number of interactions between buyers, partners and peers whilst still providing the inspiring content which Micebook Expo is known for.
"You took us on a journey and facilitated us, and then kept us on track, held us accountable, which was great."
We started with a proper discovery session. Three hours for the core team to get clear on what success actually looked like. A safe space where ideas could flow and the team could get everything out on the table.
What we uncovered was a mismatch.
Attendees registered for the exceptional content. But often, talks and workshops were competing with opportunities for meaningful interactions.
Our discovery session identified connection as THE lever to encourage fruitful conversation with partners, buyers and peers.
"I really enjoyed the process. It was really collaborative... I liked how you looked at it more holistically." – Chetan Shah, Founder, Micebook
Micebook Expo needed an identity which would weave connection through every touchpoint across the 2 days.
We came up with a golden thread: Designed to Connect.
This became our a filter for every decision that followed.
We asked attendees about the issues showing up in their work lives. We restructured the agenda – no more competition between talks, workshops and supplier meetings. We even eliminated hot-desks and reimagined the flow of the space to maximise opportunities for deeper connection.
If it didn’t support connection, it didn’t stay.
"I loved how you didn't just come in for content. You looked at the whole objective and you designed a show theme with us" – Chetan Shah, Founder, Micebook
Putting connection at the centre of the event changed how people showed up.
Attendees were welcomed with conversation starter pin badges. Fun topics like traitor or faithful? cream or jam first?
Speakers were handpicked and briefed to weave connection into their talks. The workshops were practical, designed to get people talking.
Suppliers were challenged to drop presentation decks and engage in more informal conversations: between talks, workshops, over lunch and coffee breaks.
The whole event became a shared responsibility for connection.
"The speakers that you found were people that we wouldn't have known... They're just different and interesting and unique." – Susie Harwood, Micebook
As events experts themselves, Micebook didn’t need help with logistics or delivery. Our role was all about content and consultancy. Here’s what we delivered.
Tangible Sponsor value: 21% of attendees generated over £50k in leads. A further 38% expected leads. 27% had already received briefs.
Energy: Putting connection at the centre of the event meant energy held through to the end of Day 2 – at 4pm, the room was still buzzing with genuine conversations.
The idea landed : “Designed To Connect” wasn’t just an internal catchphrase. We saw speakers, buyers and suppliers all using this phrase in their own words, in their social media posts for days and weeks afterwards.
If you’d like to talk about bringing behaviours like innovation, creativity and connection to life in your event, get in touch to find out how we can help. Get in touch.
I’ve spent 30 years designing transformative events. The events are unique, the science behind them remains the same. I use 7 trusted frameworks to build every event. I've put them into a playbook.
