MS Amlin’s stand at BIBA 2025 built on the consistency of previous years, this time adapted to a slightly different footprint. The stand design drew on MS Amlin’s distinctive brand assets – particularly the red and purple diamonds – which we applied heavily across the space. The logo and motif were also peppered throughout, creating a cohesive (and distinctly MS Amlin) appearance.  

A central coffee bar, courtesy of The Barista, ensured that every guest was warmly welcomed and caffeinated. With the barista wearing an MS Amlin apron, each coffee served in a branded cup, and topped with the MS Amlin logo, the brand was reinforced even further. 

But the star of the show? A life-sized milkable cow. Yes, really. Hard to miss in a sea of suits, the quirky interaction drew visitors and engagement. In a nod to MS Amlin’s agricultural insurance services, attendees were challenged to milk the cow as much as possible in 30 seconds — with the best ‘milker’ walking away with a luxury hamper.

The 'legendairy' challenge brought a smile to many faces, drew queues throughout the day, and gave everyone something to talk about. To top it off, visitors were gifted stress cows to take away, and the Amlin team sported custom polos encouraging more visitors to the stand (and the pail). 

In a competitive conference hall, this stand didn’t just show up — it stood out. A perfect blend of brand storytelling, engagement, and just the right splash of humour.