It comes after parent company Clarity Business Travel acquired rival TMC Agiito last year, meaning Brighter has doubled the size and experience of its meetings and events team.

Brighter is unveiling its new look at The Business Travel Show and The Meetings Show, as is Clarity – which took place at ExCeL, London, in June. 

“We are very proud of the new look,” says Claire Conboy, head of groups, meetings and events at Brighter. “It’s modern, exciting and reflects what our business is about. It captures the energy and essence of Brighter and comprises refreshed brand identity, website, tone of voice, and modern and vibrant imagery.”

A changing landscape

Since the pandemic, the events industry has changed rapidly, with M&E companies having to adapt to customers' shifting tastes and aspirations. The evolution towards more personalised experiences with sustainability and wellbeing at their heart has driven Brighter’s strategy behind its rebrand. 

“Like the events industry, we need to be adaptable and be prepared to be brave and to go out and make things happen,” says Conboy. “The business is evolving to represent far more than a traditional meetings and events company. We are a business that enables valuable human connections.” 

This cultural shift in what customers want from events and meetings feeds into Brighter’s three core beliefs: be meaningful, be magnificent and be memorable.

For Brighter, there is a clear understanding that an out-of-this-world experience must not only leave an unforgettable impression but also leave the right impression. 

“Anyone can organise an event,” says Conboy. “But that perfect event with a mix of the meaningful, magnificent and memorable is what we strive to achieve. 

“An event has to tell a story, or convey a message to everyone there. That’s why we really do listen to our customers, and then work with them closely to draw up a plan.” 

Industry-leading technology

In addition to evolving customer expectations, the events industry is undergoing a digital transformation that is pushing the boundaries of what’s possible. 

The rise of artificial intelligence, augmented reality and automated technologies has transformed not only event delivery but also logistics, administration and coordination, such as the booking process. Brighter’s pioneering in-house platform, meetingspro, offers customers a live availability function, enables feedback, and measures an event's impact on the environment. 

“Today’s software and booking platforms can’t stand still,” says Conboy. “Our award-winning tech team is continually looking to listen, adapt and deliver to ensure meetingspro remains at the cutting edge of M&E industry technology.”

Embracing the future

The events industry has faced a series of unique challenges over the past four years but Brighter remains committed to embracing change and sustainably investing in its business and its people. 

Following the acquisition of Agiito and the brand refresh, Brighter is excited about the future. “We now have an even bigger reach and our rebrand can help bring bigger opportunities, not only with existing clients but with potential new customers too,” added Conboy.

Check out what Brighter can do for you at: www.brighter.co.uk