Arada
Region: Middle East
Identity opens new Dubai office at Expo City, cementing commitment to Middle East growth
Identity, the award-winning experience agency behind some of the world’s most memorable events and brand experiences, today announces the opening of its new Dubai office
Helping brands deliver more sustainable events in the UAE
Sustainability in events is no longer a nice-to-have in the Middle East. With ambitious national targets, evolving regulations and increasingly conscious audiences, brands operating in
Identity unveils new strategic direction for the Golden Age of Experience
Identity today announces its strategic transformation, uniting the strengths of Identity and Smyle to create a single, global experience agency. Six months in the making, this transformation
How WhatsApp became the smartest tool in the shed: rethinking event engagement with Digital Concierge
Forget clunky apps and printed guides. Identity’s new Digital Concierge uses WhatsApp to create seamless, intelligent engagement with zero friction. Malcolm Che, Head of Strategy
Building global event supply chains: the foundation for international success
The secret to delivering world-class international events isn’t just about scale – it’s about the relationships you build years before the first delegate arrives. Drawing
Beyond the summer lull: why now is the time to plan for Q4 and 2026
As brands wrap up H1, many fall into the trap of summer slowdown, only to panic-plan Q4 and the new year. Chris Fischer, Client Strategy
Navigating the global political landscape in events
In a world where political and economic uncertainty is the norm, event strategies must be agile, values-led, and informed by the broader landscape. Janet Dodd,
Stand and deliver: the art of exhibition storytelling
Exhibitions and trade shows aren’t just brand battles for attention, they’re theatres of persuasion. For Dan Colborne, Executive Creative Director at Identity, a stand isn’t
Beyond the buzz: Why future-focused events leave the strongest legacy
Too often, events are designed to dazzle in the moment and disappear by Monday. But the smartest agencies are shifting their mindset, building experiences with