The Identity story

Identity is a dynamic, energetic company with a core set of values woven throughout our work. We know that world-class events are delivered through collaboration, and we listen to our clients carefully to understand their objectives. Our behind-the-scenes story: ‘Finding Identity: Pioneers of Human Experience’ details our recent growth and ambition for the company. Learn about our journey, approach to repositioning our brand, and the exciting future of Identity in the video below.

Global experience agency

Identity is a global full-service live events agency with over 20 years’ experience in delivering high-profile events.

We understand the impact a major event can have. Identity enhances these experiences, creating dynamic, ground-breaking events that deliver tangible outcomes.

  • 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 including the G7 Summit, COP26 and the NATO Summit, where we combined production expertise with innovative broadcast technology to deliver the worlds largest hybrid event
  • 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, 2021 CN Agency of the Year, C&IT top UK agency and appointed a Queen’s Award for International Trade

Pioneering human experience

Welcome to the Human experience era. Live events are evolving, and Identity is constantly adapting to keep ahead of the times. Human experience is at the heart of everything we create, and we unite a variety of disciplines to maximise engagement.

Event Experience
EX

Event Experience

  • 20+ years’ blue chip delivery
  • Full-service design & build
  • Award winning production
  • Flawless service & execution
User Experience
UX

User Experience

  • Physical & digital interface
  • Data-driven planning
  • Content & technology creation
  • Dedicated innovation hub
Customer Experience
CX

Customer Experience

  • Space planning & design
  • Need state modelling
  • Omni-channel journey map
  • Messaging optimisation
Human Experience
HX

Human Experience

  • Data driven experiences
  • Powered by human insight
  • Post COVID-19 solutions
  • Omni-channel measurability

200+ 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, Middle Eastern offices and Shanghai, our team can blend the finest strategic and creative thinking with first class production and storage facilities.

200+ 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 150 more talented individuals

Michael Gietzen

Chief Executive Officer

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

Chief Operating Officer

Paul, our COO with extensive experience in project strategy, logistics, operations, and production, focuses on achieving sustainable growth, operational excellence, superior customer service, and maximising ROI. He oversees our group’s operations, crafting sustainable events globally. Our businesses partner with major brands like the Royal Navy, RAF, Google, Shell, United Nations, Baringa, Lloyds Banking Group, ADNOC, Mubadala, and more, from conceptualisation to production.
Olivier Valle headshot

Olivier Vallee

Managing Director

Olivier champions Identity’s strategic and creative vision to deliver best in class innovative brand building programmes for some of the world’s leading companies. He has a track record of inspiring and building strong agency teams to deliver transformational work to global clients across various sectors. He believes that collaboration creates an environment for success and has successfully led and grown several leading brand experience agencies.

Janet Dodd

Chief Strategy Officer

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.

Mike Prior

Mergers & Acquisition 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.

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.
Robert Andersen Headshot

Robert Andersen

Creative Services Director

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.

Simon Dunnell

Executive Project Director

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.
Milo Gabric's headshot in black and white

Milo Gabric

Project Delivery Director

Milo has over 20 years’ experience in corporate, private, and public events. He has delivered large-scale global live and virtual events across varying industries and sectors such as sports, product launches, incentives, conferences, and private UHNW experiences. His clients have included Unilever, Rolls Royce, INEOS, Bentley, Microsoft, LEGO, Mercedes-Benz, and AstraZeneca. Milo has also worked on the US PGA Tour’s Presidents Cup, ICC Cricket World Cup, and Volvo Ocean Race.

Denise Dunne

Commercial Director

Denise is a senior executive with 20 years’ commercial, operational, and strategic leadership experience. She has built high-growth digital businesses across fintech, telecoms, gambling, and consumer goods, and has led change programs in organisations of all sizes, from regulated multinational plcs (Gaming Paddy Power/Betfair, +£250m annual revenue) to private equity funded scale ups (Ding, Pollen Street Capital).

Dan Colborne

Executive Creative Director

Dan is an industry-recognised award-winning creative and brand strategist with a track record for delivering relevant and memorable audience experiences – both live and digital, that have a measurable impact on business growth. Over 25 years of experience building brands – from both the ground up and accelerating customer relevance for some of the world’s biggest brands. From London’s NYE Fireworks to Google’s X, his expertise spans multiple sectors and disciplines. Dan works with the Identity creative team developing storytelling experiences in spaces where brands and people can enjoy strategic creativity, brand behaviour and shifting customer influence.
Kate Clark Headshot

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

Head of Public Sector

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.
Portrait shot of Michael Naman

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.

Janet Oliver

Senior Event Producer

Janet has over 10 years’ experience in the events industry. In that time she has delivered large scale conference and exhibitions, award shows, car and product launches and press trips for a wide range of clients, both in the UK and internationally. Since joining Identity in 2020, Janet has been navigating the complex world of government projects and was part of the Identity leadership teams that managed G7 and COP26. Janet’s focus is building strong client and team relationships, and creating partnerships to work towards an outcome that everyone can be proud of.

Marie Robson

Senior Production Coordinator

Marie started her events career in 2008 in Sheffield supporting city-wide events and experiential pop-ups throughout the UK, before stepping into the charity sector and the world of marketing and fundraising for 8 years. Marie joined Identity in 2019 and worked on numerous projects supporting the ‘Production and Clients Services’ teams in several roles. These roles now include Project Coordinator, Digital Coordinator, and Media Rate Card Liaison for G7 and COP26, plus the project management for the creation of the new CRM database. Marie, now Senior Production Coordinator, supports across the ‘Production and Technical’ departments ensuring effective management of the team.
Matt Garcia

Matt Garcia

Client Strategy Director

With 25+ years in live events, Matt excels in grassroots trade shows, themed events, front-end client strategy for mass-attendance experiences, including virtual spaces. He’s passionate about 3D and graphic design, technical production, & building global creative networks. His tech and innovation interest deepened in a client-side marketing role with a software company, offering valuable insights into client objectives and perspectives in event participation agency services.

Amy Wilson

Head of Project Management

Amy has 15 years of experience working in the events industry, producing a wide variety of projects both globally and in the UK. Projects include conferences, product launches, media events, high-profile award shows, gala dinners and exhibitions. With varied industry experience across Finance, Government, Tech and Film & TV, Amy is well versed in managing large-scale, high-profile events involving multiple stakeholders and complex logistics.

Andrew Bolton

Head of Corporate

Andrew is a highly experienced event specialist with a proven history in brand activation, long-term global programmes and live events. He has a keen interest in creative innovation and the exploration of new techniques, both in creative solution, and in planning. Andrew’s experience spans multiple sectors including Aviation, Technology / Innovation, Tourism, Defence, Financial Services, Pharmaceutical and Consulting.

Darren Kerr

Project Director

For over three decades, Darren has produced impactful, integrated live communication and digital marketing programs, from the simple to the complex, from the intimate to a grand scale, locally and globally. Raised and schooled in Australia, skilled in North America, matured in Asia and seasoned in the Gulf, Darren continues to deliver powerful communication experiences from the United Kingdom to the world. Hallmarks of his works are his application of business theatre fundamentals, strategic marketing expertise, showcraft technique, fastidious project planning, targeted program design creation, eclectic styling senses, and creative storytelling to achieve powerful communication outcomes.

Proudly independent


We pioneer 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 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