At I-COM, we believe that being employee-owned is something worth smiling about - so for EO Day 2025, we decided to do just that. This year, we celebrated with something a little different: a campaign that put real smiles on display across Manchester, shared by employee-owned businesses from all over the country. From bold billboards to homemade cake, the day gave us the perfect excuse to reflect on what being employee-owned means to us, while connecting with others who share the same spirit.
What started as a simple idea - to capture the pride and positivity of employee ownership - turned into a city-wide smile gallery and a moment of genuine celebration in our office. Here’s how it all came together.
Where the EO Smile Gallery Began
The EO Smile Gallery started with one question: how can we show what employee ownership really feels like? When the Employee Ownership Association announced that this year’s EO Day theme would be #eoSmile, the idea clicked straight away. A smile says everything about what we value as an employee-owned business - pride, connection and shared success - and we saw an opportunity to bring that spirit to life beyond the walls of our office.
We didn’t want the campaign to be just about us – we wanted it to bring the EO community together and show everyone what employee ownership looks like at its best. The gallery gave us a way to do that: something open, people-led and easy to take part in. It became a chance to highlight the range of EO businesses out there, and to celebrate the pride and personality that comes with being employee-owned. The idea came together during an internal brainstorm and quickly turned into a team effort to design assets, invite others to get involved, and take the campaign out onto the streets of Manchester.
Why Employee Ownership Means So Much to Us
Since becoming employee-owned in 2019, we’ve seen how shared ownership can transform the way a business thinks, works and grows. At I-COM, employee ownership isn’t just part of our structure - it’s at the heart of our culture. Everyone has a genuine stake in the direction we’re heading, and that sense of shared commitment shows up in everything from our decision-making to the way we support each other day to day.
It means that success is something we build together. We don’t just work for I-COM – we help shape it. There’s a real sense of trust, accountability and long-term thinking across the team, because every person knows they play a part in where we go next. That mindset brings people closer, makes our work better, and keeps our values grounded in action, not just words.
The EO Smile Gallery was a way to celebrate that publicly. Every image captures the pride we take in our work, and the positivity that comes from knowing we’re all in it together.
Getting Out in Manchester
With the gallery taking shape, we knew we wanted to bring it to life in a way that felt visible and celebratory - not just online, but out in the real world. That’s when the idea of the EO Smile billboards came in, turning the city into a backdrop for EO Day and putting real employee-owners front and centre for everyone to see.
On the day itself, the team went out across town to spot the billboards in action - snapping photos, grabbing selfies, and sharing the smiles as they went. From Oxford Road to the Chapel Street, it became a bit of a treasure hunt, and gave the whole day an extra layer of energy.
The smiles we captured weren’t staged or polished. They were real moments from real people, reflecting everything we love about being employee-owned. And seeing them on the streets of Manchester gave us a fresh perspective on how far we’ve come - and how much it means to be part of something bigger.
EO Businesses, Real Smiles
Although the gallery was our idea, it was always intended to be a shared space. We reached out to other employee-owned businesses and invited them to take part, not through polished marketing shots, but by sending through something real. A quick team photo, a celebration in the office, or just a moment that summed up why being employee-owned makes them smile.
Every submission brought something different, and seeing them all together gave the project real momentum. It was clear that while each business has its own way of doing things, there’s a common thread: people who care about their work, each other, and the direction they’re moving in.
EO makes me smile because being an employee owner makes me feel included in the business, it makes me feel empowered to add my voice, and it makes me feel like we are all pulling in the same direction. Here is a photo of me and my colleague Lou, I think it speaks to our culture that I can ask a colleague: 'want to be in a photo with me so we can send it to a business in Manchester to celebrate EO day?' and their response be a straightforward and positive 'sure!'. That makes me smile. - Sam Moles, Stephens Scown LLP
Employee ownership makes 20/20 smile because it means we’re all in it together. Everyone has a stake in our success, so there’s a real sense of pride, accountability, and collaboration across the team. We celebrate wins collectively, support each other through challenges, and genuinely care about the future we’re building - together. It’s more than just a job; it’s our company, and that shared purpose brings real joy to the work we do. - Bronte Couzens, 20/20 Project Management Training
Being employee-owned means we smile every day, not just on EO Day! - LOADHOG
Bringing the Celebration Home
Back at the office, we kept things simple and relaxed. The team added a few EO-themed touches to the space, with decorations in the campaign colours and the EO Smile gallery up on the screens. We ordered in Nell’s pizza - always a hit - and one of our team baked a homemade EO cake that didn’t last long.
It was a chance to take a break, catch up with each other, and enjoy the day together.
Thanks to everyone who took part, shared a photo, or joined us in celebrating. We’re glad we could mark the day in a way that felt true to who we are - and we’re already thinking about what next year could look like!
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