George Perry, Global Business Development Director at Identity, on why the rise of AI is making human experience more valuable, not less, and what that
Why the best brands are doubling down on human experience
Service: Emerging Technology Innovation
The friction problem: why live experience is the antidote to the AI content crisis
As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that
Innovation that earns its place
George Perry, Global Business Development Director, explores why innovation is no longer a ‘nice to have’ in brand experience. As budgets tighten and expectations rise,
Identity delivers the Mayor of London’s message of unity
London welcomed 2026 with a world-class New Year’s Eve firework display that celebrated the capital’s spirit of unity, bringing millions of people together across the
Making tech work for your audience
Oliver Colegrave, Senior Creative Strategist, argues that event tech only works when it works for your audience, cutting through the noise at Event Tech Live
If these walls could talk, would they tell your brand’s story?
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
Whose brief is it anyway; the brand or the audience?
Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores
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
The creative constraint paradox: Why regulatory boundaries spark better innovation
Compliance doesn’t have to be creativity’s enemy. The best agencies know that regulatory constraints can actually fuel more innovative thinking, not stifle it. 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