US audiences are choosing experiences that feel authentic over those that feel designed to impress. The data reveals what they’re actually responding to in 2026, says James Howitt, VP Client
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
Formula 1 has transformed from an exclusive motorsport into a global entertainment phenomenon. Michael Gietzen explores how live experiential marketing, multi-channel engagement, and storytelling turned
In a crowded conference landscape, especially for mid-sized events, differentiation starts with understanding how people really behave today and being brave enough to design for
Brands are louder than ever, but the ones we remember are those that build meaning through story, creativity and subtle, consistent cues, says Dan Colborne,
Emma Gardner, Executive Design Director at Identity, on why the most effective creative work leverages human behaviour to cut through competition and drive meaningful, measurable impact. The
No matter how complex the brief or how ambitious the idea, every successful event begins and ends with one thing: the experience. Lindsay Neyjahr, Client
How can we move beyond good intentions and take simple, practical steps to make everyone feel included, represented, and able to belong? Janet Dodd, Chief
Every building tells a story. In brand experience, architecture isn’t just the setting, it shapes the narrative. By listening to a venue’s history, quirks, and imperfections, brands can