We are pioneers of human experience

The Identity story

Identity is a dynamic and energetic company with a core set of values that underpin all of our work. We know the best events are delivered in partnership and we listen to our clients carefully to really understand their objectives, working collaboratively at every step of the process. Watch Finding Identity: Pioneers of Human Experience, our behind the scenes story that explains our recent growth and the ambition of the company. Learn about our journey, our approach to how we repositioned our brand and the exciting future for our forward-thinking agency.

Global experience agency

Identity is a full service events agency with over 20 years of proven pedigree in the delivery of major, high profile events in the UK and globally.

Our demonstrable track record means we understand the reach and impact a major event can have and our philosophy is to maximise these opportunities, creating truly memorable, dynamic and ground-breaking events that deliver tangible, positive outcomes, forming a benchmark for future events.

  • Trusted creative production and broadcast partner to the UK Government
  • The incumbent for many global brands in sport, technology, digital and blue economy sectors, and our work is seen globally
  • Successfully delivered some of the largest HMG led events including the G7 Summit, COP26 and the NATO Summit, where we combined production expertise with innovative broadcast technology to deliver the worlds largest hybrid event
  • Created the Get Ready for Brexit Campaign, mobilising a team of over 1000 within two weeks of contract award
  • Sunday Times Fast Track 100 company, 2021 CN Agency of the Year, C&IT top UK agency and appointed a Queen’s Award for International Trade

Pioneering human experience

Live events are evolving, forever and for the better. We embrace physical, virtual and hybrid, never forgetting that events are about creating human connections with each other and with brands, across channels and time. We place human understanding at the heart of every experience we create, bringing together multiple disciplines in order to maximise engagement and ROI. Welcome to the human experience era.

Event Experience

Event Experience

  • 20+ years’ blue chip delivery
  • Full service design & build
  • Award winning production
  • Flawless service & execution
User Experience

User Experience

  • Physical & digital interface
  • Data-driven planning
  • Content & technology creation
  • Dedicated innovation hub
Customer Experience

Customer Experience

  • Space planning & design
  • Need state modelling
  • Omni-channel journey map
  • Messaging optimisation
Human Experience

Human Experience

  • Data driven experiences
  • Powered by human insight
  • Post COVID-19 solutions
  • Omni-channel measurability

150+ Strong. In London and proudly outside it.

Our high performing global, full service agency is internationally recognised for our quality execution, creative excellence and financial performance. From our UK offices in London and Eastbourne to our global presence in Shanghai and Abu Dhabi, our team is able to blend the finest strategic and creative thinking with first class production and storage facilities.

150+ Strong. In London and proudly outside it.

Benefit from our experience.

Driven by a culture that underpins our work ethic, we have the agility to adapt to change, the strategical know-how to understand why and the creative nuance to deliver remarkable experiences.

Internationally acclaimed & forward-thinking leadership team

Plus over 150 more talented individuals

Michael Gietzen

Chief Executive Officer

Michael, formally a chartered accountant, oversees Identity’s strategic vision whilst also overseeing the delivery of major high-profile events. He relishes all aspects of his role and often provides creative and strategic consultancy. He has worked on public and private contracts with a number of prestigious clients, including Google, the Foreign, Commonwealth & Development Office (FCDO), DfT’s ‘Get Ready for Brexit’ campaign, Siemens, Dell and Apple.

Paul Fitzpatrick

Managing Director

Paul has many years of experience working in project strategy, logistics, operations and production. He is responsible for project delivery and is supported by an experienced management team, enabling him to focus on developing and driving the business forward. Previous project delivery experience includes global technology deployments, major retail environment re-brands, a variety of exhibitions and countless conferences. He has worked with major brands such as Apple, RBS, UK Government, Amazon and Formula E.

Janet Dodd

Chief Strategy Officer

Janet offers over 25 years of experience delivering major high-profile events for global brands and HM Government, including the Foreign, Commonwealth & Development Office (FCDO), Department for Digital, Culture, Media and Sport (DCMS) and the Department for Transport (DfT). As Director of live events, Janet oversees the delivery of major events across the business and was proud to head up Identity’s delivery of the NATO Leaders’ Meeting and G7 Summit.

Mary Carter-Lee

People & Culture Director

Mary brings over 20 years of experience in HR from a range of sectors including hospitality, health and manufacturing. She’s passionate about employee engagement and will be the person to lead that department and put People and our Culture first and foremost.

Mike Prior

Mergers & Acquisition Director

Mike is a fully qualified accountant that specialises in growing SME businesses. Qualified in 1990 with a highly regarded Central London accountancy firm, he moved into industry, helping small and medium-sized businesses to integrate best accounting practice within their organisations. Following the 1990/91 recession, he developed the skill of being able to steer businesses through difficult times. In 1997 he was appointed FD and then MD of the iLight Group, which successfully developed and launched a complete new product range into a challenging market. He is no stranger to Identity, working with Michael in the early days to help put the foundations in place for the great business we have today.

Shéa Bennett

Head of Strategy

Shéa is a highly experienced holistic brand strategist with 15+ years of history and a proven track record in digital, live events, marketing and advertising. He has delivered innovative campaigns and immersive experiences for a plethora of brands across a number of verticals, including finance, defense, government, travel and tourism, energy, retail and licensing, fashion and cosmetics, entertainment, sports and esports.
Robert Andersen Headshot

Robert Andersen

Head of Creative Services

Robert has worked in the digital creative services industry for over 20 years and has an outstanding track record of recruiting, developing and leading creative teams in the agency world. Robert has a detailed understanding of how to combine creativity and technology to deliver engaging and impactful experiences and has achieved industry recognition for delivering award-winning, pioneering innovation and results for a portfolio of global brands.

Simon Dunnell

Executive Project Director

Simon has over 25 years of experience in the events industry. He has worked on large-scale projects across a wide range of event sectors including public, music, sporting, corporate, product launch, exhibition and incentive events, for brands such as Shell, Microsoft, Apple, Tour de France, BBC, LOCOG, HMG, NATO, McLaren and Goldman Sachs. Simon has worked extensively across all continents and relishes the challenge of designing and delivering complicated projects in difficult locations.
Milo Gabric's headshot in black and white

Milo Gabric

Head of Project Management

Milo has 20+ years of event experience across corporate, private and public events. He has worked both agency and client side, at Rolls-Royce Motor Cars and INEOS, and has delivered large-scale global events both live and virtual across varying industries and sectors ranging from sporting events to product launches, incentives, conferences and private UHNW experiences. His clients have included Unilever, Bentley, Microsoft, LEGO, Mercedes-Benz, AstraZeneca, and he has also worked on the US PGA Tour’s Presidents Cup, ICC Cricket World Cup and Volvo Ocean Races.

Anthony Lacey

Strategic Development Director

Anthony has taken the traditional agency career path and worked up through all the disciplines so understands what is required for agencies, offices and teams to run efficiently and successfully. He has a keen eye on developing existing client relationships and shaping client acquisition and new business pipeline. His agency life has taken him global. Setting up a new client team in ‘Imagination New York’ and more recently opening and running a Tokyo Office for TBA, overseeing the delivery of a significant amount of work at the Rugby World Cup 2019 and Tokyo Olympics 2021.
Kate Clark Headshot

Kate Clark

Head of Digital

Kate joined Identity in 2021 following senior roles at award-winning creative and experiential agencies in New Zealand and the UK. Specialising in project governance, change management, and digital design and development, she champions digital at Identity, leading a team of specialists passionate about creatively-led digital solutions across physical, hybrid and virtual events. Keen learners, the digital team’s evolving skills reflect the changing nature of digital production and Kate is passionate about sharing and harnessing creative technology to deliver incredible work for our clients.

Lindsay Neyjahr

Strategy Director

Lindsay has over 15 years of experience in the events industry, including extensive experience working across government departments, managing numerous complex campaigns, exhibitions and roadshows, as well as leading on multiple pitches. Excelling at strategic thinking and its application, Lindsay continuously enables successful delivery for clients, using her passion for understanding client needs, strategic planning and ultimately creating innovative experiences.

Michael Naman

Creative Technology Director

Michael is an accomplished technology leader, with twenty year’s agency experience delivering award-winning, creative applications. He has extensive experience in leading multi-disciplined teams through complex projects to tight deadlines and budgets. With a background in graphic design coupled with in-depth knowledge of Tech and UX, he specialises in delivering innovative front-end development and creative user experiences across the digital and physical worlds.
Phil Maggs by the Shard

Phillip Maggs

Innovation Director

Phil began his career by designing Special Effects for TV, Film and Live Music with notable projects including world tours for Katy Perry, Guns & Roses and The London 2012 Olympic Ceremony. Working with brands like Rolls Royce, Pepsi and Nike, Phil creates digital, interactive and technology-based immersive experiences. Working from initial technology strategy, research & development through to prototyping unique products, activations and tools, Phil encompasses the full spectrum of emerging and innovative technologies.

Janet Oliver

Senior Event Producer

Janet has over 10 years’ experience in the events industry. In that time she has delivered large scale conference and exhibitions, award shows, car and product launches and press trips for a wide range of clients, both in the UK and internationally. Since joining Identity in 2020, Janet has been navigating the complex world of government projects and was part of the Identity leadership teams that managed G7 and COP26. Janet’s focus is building strong client and team relationships, and creating partnerships to work towards an outcome that everyone can be proud of.

Marie Robson

Senior Production Coordinator

Marie started her events career in 2008 in Sheffield supporting city-wide events and experiential pop-ups throughout the UK, before stepping into the charity sector and the world of marketing and fundraising for 8 years. Marie joined Identity in 2019 and worked on numerous projects supporting the ‘Production and Clients Services’ teams in several roles. These roles now include Project Coordinator, Digital Coordinator, and Media Rate Card Liaison for G7 and COP26, plus the project management for the creation of the new CRM database. Marie, now Senior Production Coordinator, supports across the ‘Production and Technical’ departments ensuring effective management of the team.

Matt Garcia

Client Strategy Director

Matt has over 25 years of experience in live events, from grassroots trade shows, themed events to front-end client strategy for mass-attendance experiences, including the virtual space. Along the way, Matt has had a special interest in 3D and graphic design, print innovation, technical production and relationship-building of a global network of creatives, specialists and technicians. Matt’s interest in tech and innovation was further bolstered with a client-side marketing position with a software company which provided invaluable insight to a client’s objectives for event participation/sponsorship and perspectives when buying agency services.

Kelly Stewart

Executive Account Director

Kelly has over 10 years’ experience within the events industry, producing a vast range of projects globally with a broad sector of clients. Working within Event Production & as an Account Director she has led events for financial, technology, government & media clients to name a few. With foundations in high-end hospitality, she never underestimates the importance of attention to detail and strives to deliver an unparalleled level of service whilst developing strong partnerships with clients.

Amy Wilson

Senior Event Producer

Amy has 15 years of experience working in the events industry, producing a wide variety of projects both globally and in the UK. Projects include conferences, product launches, media events, high-profile award shows, gala dinners and exhibitions. With varied industry experience across Finance, Government, Tech and Film & TV, Amy is well versed in managing large-scale, high-profile events involving multiple stakeholders and complex logistics. Amy thrives on building teams rooted in respect and collaboration – and clients are always a part of that.

Our full service

Proudly independent, pioneering a fresh approach to events through the design of hybrid experiences. Blending 20 years of high-profile event expertise with contemporary user and customer experience skills to create uniquely human, truly immersive and remarkable experiences that put people first and unlock valuable audience connections.

Experience strategy

Informed by behavioural economics and brand-planning processes.

  • Audience insights
  • Granular segmentation
  • Data & analytics
  • User need-states
  • Journey mapping

Full service delivery

Project management and end-to-end experience design and build across both physical and digital platforms.

  • Exceptional project management
  • 3D design & visualisation
  • Graphic design & artworking
  • Content production
  • Technical logistics
  • Fabrication

Concept development

Blending creative ideation with technological innovation.

  • Driven by design
  • Mapping & exploration
  • Visual direction
  • Creative technology
  • Prototyping

Experience measurability

Track experience effectiveness across channels and time.

  • Critical metrics and KPIs
  • Data capture & analytics
  • Digital dashboards
  • Hardware & software
  • Evaluation
  • Continuous improvement