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, creative production 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 in 2019 including the NATO Summit, where we combined production expertise with innovative broadcast technology to deliver an event broadcast globally
  • 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, a C&IT top 50 agency and hold the Queens 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

100 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.

100 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 100 more talented individuals

Michael Gietzen

Managing Director

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

Operations 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

Director of Live Events

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.

Nicola Bateman-Phillips

Growth Director

Nicola is part of Identity’s senior leadership team and leads strategic growth. Nicola has spent the last 20+ years in events, media and marketing services establishing, scaling and stabilising businesses most recently as MD of the Maritime, Energy and Agra business unit at FTSE 50 Informa plc.

Rebecca McCreath

Commercial Director

Becca has over 15 years of experience delivering complex large-scale live events, exhibitions and road shows. With marketing knowledge and an extensive client-side background of entire campaign management, complex build, brand management and event delivery both in the UK and Internationally, Becca excels in communication and strategy, delivering results by driving innovation.

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

Finance 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.

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.

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.

Simon Dunnell

Head of Major Events

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.

James Shirley

Head of Production

James heads up Production for Identity, ensuring we deliver to high standards and provide a solutions-focused methodology. Prior to joining Identity, James worked at Imagination where he spent 15 years delivering high profile and cutting-edge projects with brands such as Jaguar Land Rover, Aston Martin, Mazda, Rolls Royce Motor Cars and Vodafone, amongst many others.

Sharon Burrell

Head of Project Management

Much of Sharon’s career in the events industry has been spent in senior roles ranging from front-line account management and client relationship-building to delivering global physical and virtual events for high profile clients. Sharon also has extensive experience in developing commercial strategies and increasing agency revenues.

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.

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.

Sam Southon

Sales & Marketing Director

Sam began his career in events whilst working for Goodwood, organising and delivering some of the largest Motorsport Events in the world, including Festival of Speed and Goodwood Revival. Since moving to Identity in 2018, Sam has managed some of the agency’s biggest clients, with his work gaining him industry recognition, listing Sam as one of the UK’s Top 30 event professionals under the age of 30.

Lizzie Norman

Marketing Manager

Lizzie has 10 years’ Marketing experience working for a variety of B2B and B2C companies having started her career working for luxury beauty brands. Lizzie joined Identity in 2021 and has bought with her extensive knowledge about Digital Marketing, particularly around the use of CRM systems and effective campaign tracking.

Alicia Parris

Senior Project Accountant

Alicia has over 15 years’ experience within the events industry delivering large scale events worldwide. With a background in 3D Design, coupled with her event delivery knowledge, she has been able to easily pivot to new projects and challenges along the way. She has worked with Identity for the past 8 years where she has also managed large delivery budgets which has now steered her focus to oversee company-wide project budgets and processes.

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.

Charlie Hepburn

Client Strategy Director

Charlie is an event, experience, engagement and communication expert with over 25 years of involvement in live events. As an innovation activist, Charlie has a powerful combination of strategic, creative, commercial and international exposure. With a strong background in strategy and planning, Charlie has a track record of creating impressive results alongside driving agency and client growth.

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.
Emma Morgan

Emma Morgan

Account Director

Emma has over 15 years of experience from a client-side and brand partnerships perspective. From high profile international symposiums to live sporting events, her background in the charity, higher education and private sector covers the entire events spectrum. Emma is driven by building strong client relationships and understanding audiences to deliver exceptional strategic event solutions.

Nina Pearce

Account Director

Nina has over 10 years’ experience within the events industry, delivering a variety of projects across the UK and internationally. Having specialised in leading large scale live events for up to 16,000 people Nina thrives on successful and productive teamwork, combining a wealth of experience working with internal colleagues, client-side stakeholders and global supply chain. Her work has included clients within finance, technology, engineering, pharmaceutical, and government sectors, with a constant focus on delivering the highest standards across the board.

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