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Unifying the Brand Through a Merger Streak

Role

UX/UI Designer

Graphic Designer

Duration

2 Years
2023-2025

Project Overview

In 2023, the event technology industry witnessed a major shift as MeetingPlay, Eventcore, and Aventri merged to form Stova. This merger created an industry leader, but it also introduced a critical challenge: establishing a unified and scalable brand identity across all platforms while ensuring a seamless user experience across marketing, website, and product interfaces.

Responsibilities

As a Senior UX and Graphic Designer, I took on the challenge of transforming Stova’s brand presence, ensuring consistency across digital and product experiences, and optimizing the UX to drive user engagement and business growth.

Phase One:
Crafting a Cohesive Brand Identity

The problem

Inconsistent Branding, Disconnected Assets

With three companies coming together, Stova’s branding was fragmented. Sales and marketing materials lacked consistency, creating confusion for both internal teams and customers. The brand guidelines provided by Branding Agency were strong but not scalable across different mediums.

The Solution

A Unified Visual Language

  • Developed a scalable brand system ensuring consistency across marketing, sales, and product touchpoints.
  • Rebranded 50+ marketing and sales assets, including eBooks, Case Studies, White Papers, Email Templates, and Presentation Decks.
  • Led cross-functional collaboration between Product, Marketing, and Sales teams to ensure a seamless transition.
  • Strengthened Stova’s digital marketing presence by designing high-impact campaign visuals, social media assets, and email templates.

The Impact

45% increase in content engagement post-rebrand.
30% increase in social media engagement.
‍20% rise in email click-through rates (CTR).
Stronger brand recognition across digital and physical assets.

Phase 2: Elevating the Website Experience

The problem

Low Engagement, Complex Navigation

The existing Stova website suffered from high bounce rates and low lead conversion due to:

  • Poor navigation that made content discovery difficult.‍
  • Unclear product showcases, making it hard for visitors to understand Stova’s offerings.
  • Inefficient resource pages, leading to lower content downloads and missed lead opportunities.

The Solution

A User-Centered Website Overhaul

  • Redesigned the site structure for intuitive navigation and improved content discoverability.
  • Enhanced homepage & about us sections, strengthening Stova’s brand storytelling.
  • Revamped the Resources Page, making content more accessible and boosting lead generation.
  • Applied user feedback-driven improvements for ongoing optimization.

The Impact

30% decrease in bounce rate and
20% increase in session duration.
35% increase in resource downloads, driving higher lead generation.
15% boost in lead conversions due to clearer product positioning.

Phase 3: Enhancing Product UX/UI for Better User Adoption

The problem

Inconsistent UI and UX Challenges

With the website performing better, the next step was to bring the same level of refinement to Stova’s products. Specifically:

  • BadgeNext (used for onsite event check-ins) needed a modernized UI to enhance usability.
  • The Stova Mobile App had navigation and usability issues, leading to a lower success rate for users completing tasks.

The Solution

A More Intuitive and Engaging UX

  • BadgeNext: Applied Stova’s new brand elements while improving interaction flows for a smoother, faster check-in experience.
  • Mobile App: Improved navigation, updated UI components, and enhanced consistency across screens.
  • Conducted usability testing and feedback loops to refine interactions and usability further.

The Impact

40% reduction in check-in time for onsite event attendees.
15% increase in user adoption of the BadgeNext system.
10% improvement in task completion rates for the mobile app.

Summary

Key Takeaways

By leading the rebranding and UX transformation, I helped establish Stova as a cohesive, engaging, and user-centric brand, resulting in stronger user engagement, brand recognition, and business growth.

  1. Scalability is key—branding must be flexible enough to adapt across platforms.
  2. User feedback and analytics drive better decisions—continuous iteration led to measurable performance improvements.
  3. Cross-team collaboration is crucial—aligning product, marketing, and sales teams ensured a seamless transition.

Next Steps

  1. A/B testing for further website optimization.
  2. More user testing on product interfaces to refine UX.
  3. Expanding the design system for future scalability.

Contact

maria.tsioma@gmail.com

© 2025 Maria Tsioma