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
Helping brands deliver more sustainable events in the UAE
Service: Environmental Design & Guest Experience
Formula 1: the ultimate experiential brand evolution
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
Driving inclusivity in practical ways
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
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
Bringing people on the plant-forward journey
In the third and final part of her series on sustainable menus, Marie Simpson, Head of QHSE and Sustainability at Identity looks at shifting mindsets
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
Reinventing perceptions: the case for plant-forward creativity
In the second part of a three-part series, Marie Simpson, Head of QHSE and Sustainability at Identity write about plant-based food’s long battle with its
Why plant-based menus matter in event planning
Plant-based menus aren’t just a dietary preference, they’re one of the most powerful tools we have to reduce emissions in event planning. As part one
The future of design isn’t human… it’s planetary
At SXSW, Malcolm Ché, Head of Strategy and Innovation at Identity, delivered one of the most thought-provoking talks on the future of design. For decades,