Naboo is unveiling a new identity. The change goes far beyond design. It reflects a much bigger ambition: to redefine how global companies organize events, manage Meetings & Events spend, and support the teams behind them.
“Corporate events have always been built around a simple paradox. Organizers need speed, flexibility, great partners, and exceptional service to create experiences people actually remember. Procurement and Finance need visibility, compliance, consistent policies, and better control over spend. Both sides are right. Companies should never have had to choose between them.”
Maxime Eduardo, Co-founder & CEO of Naboo
Yet for years, the industry treated these needs separately. On one side, agencies and booking tools built for organizers. On the other, procurement processes designed to bring structure and governance, often after the most important decisions had already been made.
The industry made companies choose. We built Naboo because they shouldn’t have to.
Today, with more than $300 million in annual event volume, Naboo is entering a new chapter. What started as a platform for finding and booking corporate events has become a unified system for managing Meetings & Events at enterprise scale, from the initial brief all the way through payment, while giving Procurement and Finance the visibility they need to manage spend globally.
Our brand needed to catch up.
One event looks simple. The buying process behind it is anything but.
A client dinner in Paris. A 500-person offsite in Sydney. A conference bringing together thousands of attendees in Los Angeles.
To the attendee, each one may feel effortless. Behind the scenes, there are venues to source, proposals to compare, rates to negotiate, suppliers to coordinate, budgets to approve, contracts to manage, and payments to reconcile.
Now multiply that complexity across hundreds of events, dozens of teams, multiple countries, and thousands of suppliers.
That is where Meetings & Events becomes something much bigger than booking.
Spend gets fragmented across agencies, hotels, caterers, transportation providers, production companies, and countless local suppliers. Organizers spend hours coordinating everything. Procurement struggles to consolidate spend and enforce consistent policies. Finance is often left reconstructing the picture after the money has already been committed.
The problem is not that companies need a better way to book an event. They need a way to bring structure to one of the most fragmented categories of corporate spend.
Another point solution does not solve that.
Bringing the entire process into one system does.
With Naboo, organizers can start with a brief, source the right partners, manage the event, and get dedicated support throughout the process. At the same time, Procurement and Finance gain a consolidated view of events and spend, with shared policies, greater transparency, and measurable savings.
For organizers, less time spent navigating operational complexity. For Procurement, a clear view of what is being bought, where, and at what cost.
That is the gap Naboo is built to close.
AI should remove complexity, not create another layer of it
None of this would be possible at this scale without artificial intelligence.
But our view of AI is deliberately different from much of what is happening in software today. We are not interested in putting an “AI” button on every screen or asking every organizer to learn a new workflow simply because the technology exists.
The goal is almost the opposite: make the complexity disappear.
Behind the scenes, AI agents can handle a growing share of the repetitive operational work that slows events down: understanding a brief, identifying relevant suppliers, processing quotes, comparing proposals, supporting negotiations, and handling administrative tasks.
The impact is not only speed. It changes where people spend their time.
Every hour that no longer goes into reformatting proposals, chasing suppliers, or copying information between systems can instead go into understanding a client, anticipating an issue, negotiating a better outcome, or improving the experience itself.
“AI now allows us to absorb much of the complexity in the background, so our teams can dedicate more time to advice, support, and service quality. Our ambition is to make event organization simpler for teams while giving Procurement complete transparency over spending.”
Bryan Kulka, Head of Content Marketing at Naboo
That distinction matters. Event organizers do not necessarily want more AI in their day. They want faster answers, fewer follow-ups, better options, stronger service, and confidence that someone capable is there when something unexpected happens.
Technology does not replace great service. It gives great service more room to exist.
The results are already visible
A category only matters if it solves a real problem.
Naboo now manages more than $300 million in annual event volume. Events managed through the platform generate an average of 25% in savings, while the customer experience scores an NPS of 89, compared with an industry average of approximately 40.
Those numbers matter because they measure three different sides of the same model. Volume shows that the system can operate at enterprise scale. Savings address the priorities of Procurement and Finance. NPS reflects the experience of the people actually organizing the events.
The point is not to optimize one at the expense of another.
Better economics and better experiences should reinforce each other.
Founded in 2022, Naboo now has 180 employees across eight countries and works with global companies including Google, Siemens, Meta, and Microsoft, as well as a quarter of the CAC 40 under exclusive contracts.
As Naboo has grown, its role inside those organizations has changed. We are no longer simply helping companies book events. We are building the infrastructure they use to structure, manage, and optimize Meetings & Events spend globally.
Our identity had to reflect that shift.
Our old brand was telling the story of a company we had already outgrown
A brand is supposed to make a company easier to understand.
Ours was starting to do the opposite.
Naboo’s previous identity was built for a younger company with a much narrower scope. Since then, we have expanded internationally, launched new products, moved deeper into enterprise workflows, and become increasingly important to Procurement and Finance teams.
Changing the logo was never going to be enough.
We partnered with Bleed to rethink the entire system: positioning, art direction, visual identity, and design system.
The challenge was specific. Naboo manages an enormous amount of complexity behind the scenes, but the experience we deliver should feel remarkably simple. Our brand needed to communicate both at the same time.
An event that looks effortless may involve dozens of suppliers, approvals, contracts, payments, policies, and operational decisions. Naboo absorbs that complexity and turns it into an experience that makes sense to both the person planning tomorrow’s offsite and the Procurement leader managing hundreds of events across the world.
Bleed did not simply help us redesign our logo. They helped us build a visual system and positioning capable of communicating, at a glance, the scale of what Naboo manages and the simplicity of what it delivers.
Meetings & Events Spend Management is becoming a category of its own
The new identity also reflects a broader shift in the market: the emergence of Meetings & Events Spend Management.
For years, corporate events have largely been treated as individual projects. A sales kickoff here. A leadership retreat there. A client dinner in another market. Each one planned separately, bought from different suppliers, and often managed through different processes.
At enterprise scale, that approach stops working.
Taken together, Meetings & Events represent a significant category of spend, distributed across teams, countries, business units, and potentially thousands of suppliers. That spend needs the same level of visibility, governance, and optimization that companies expect from other major procurement categories.
But there is an important difference.
The answer cannot be to turn every event organizer into a procurement specialist.
That is where the model changes. Policies, compliance, budgets, supplier management, and spend consolidation can happen in the background while the organizer still gets a simple, service-led experience.
For the first time, the success of an event can be measured on both sides: how good the experience was and how intelligently it was bought.
That is Meetings & Events Spend Management.
Bring order to the chaos, without losing what makes events human
After all the technology, procurement, AI, and spend management, the purpose of an event remains remarkably simple: getting people together.
A global conference, a 500-person offsite, and a dinner for ten may look completely different, but eventually people walk into a room, sit around a table, listen, talk, celebrate, work, or experience something together.
Everything required to make that moment possible should stay where it belongs: in the background.
That is what we mean when we talk about making complexity invisible and bringing order to the chaos. This is not about turning corporate events into another rigid procurement process. It is about giving organizers more time, giving Procurement better visibility and savings, and allowing our teams to focus more of their energy on the human experience.
More time for organizers. More visibility and savings for Procurement. More room for exceptional service and experiences.
That is what Naboo has become.
It was time our brand looked like it.