Frequently asked questions

Identity Global is an experience agency. We design and deliver brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments and sports organisations. Our work ranges from product launches and corporate conferences to COP climate summits and World Expo national pavilions. We don’t just manage events. We create experiences that shift how people think, feel and behave.

Brand experience is the practice of creating live, physical or digital interactions that bring a brand to life in ways audiences can feel, not just observe. COP26 in Glasgow was a brand experience. The King’s Coronation street programme was a brand experience. So was the Red Bull Winter Edition launch with Lindsey Vonn. The format changes. The discipline of shifting what people believe by putting them inside it doesn’t.

There is no upper limit. We’ve delivered the King’s Coronation, COP26, COP28 (the largest climate summit in history), London’s New Year’s Eve celebrations, and national pavilions at World Expo. We work with the same rigour on experiences for 50 people as we do for audiences of millions. The standard doesn’t change: on time, on budget, flawlessly.

The terms are often used interchangeably. Experiential marketing typically refers to activation-led, consumer-facing campaigns. Brand experience covers the full spectrum of how a brand shows up in the world, from internal events and trade shows to globally broadcast flagship moments. We use brand experience because it better reflects the breadth of what we do and the thinking behind it.

Government and diplomatic events carry a level of scrutiny, protocol and consequence that most agencies haven’t encountered. We have. Identity has delivered summits for the Foreign, Commonwealth and Development Office, the Home Office, the United Nations and international bodies including INTERPOL. We understand sovereign sensitivities, complex stakeholder environments and the security and accreditation frameworks that define high-profile public sector delivery. When your reputation, and your nation’s, depends on the outcome, we’re the right partner.

Delivery certainty is built into how we work, not added at the end. We invest in rigorous planning, experienced on-the-ground teams and operational frameworks that anticipate risk rather than react to it. We’ve operated in environments where a single failure would have had international consequences: COP28, the King’s Coronation, G7-adjacent summits. We delivered without incident. Certainty isn’t a promise. It’s a track record.

A World Expo pavilion agency designs, builds and operates a participating nation’s presence at a World Expo, the world’s largest international gathering. Identity has delivered at Expo 2020 Dubai, supported COP28 at Expo City, and holds an advisory role for Expo 2030 Riyadh. We know the BIE framework, the multi-government stakeholder landscape and the operational rhythms that define successful pavilion delivery. For nations preparing for Expo 2027 Belgrade or Expo 2030 Riyadh, we’re a genuinely different kind of partner.

ROI for live experience is measurable across multiple dimensions: audience reach and dwell time, social sharing and earned media, lead generation, brand sentiment uplift and post-event purchase intent. Identity builds measurement frameworks into every brief from the start, before a venue is chosen or a supplier briefed, so you know what success looks like before a single decision is made.

Yes. Identity Sport works with federations, rights holders, brands and organisers to design and deliver fan experiences, sports presentation and event operations. We’ve worked with World Table Tennis, British Cycling, the EFL, Harlequins, England Netball, the UFC, Vitality and Wembley, among others. We bring creative, presentation and operational expertise under one team, which reduces duplication, manages risk and produces more coherent experiences for fans and partners.

Yes. We’re headquartered in the UK with offices in Dubai, Abu Dhabi, Riyadh, the USA and Australia. We’ve delivered work across more than 50 countries. Our approach is global in reach and local in execution. We don’t impose a template. We build something that works where you are.

We work across government and public sector, technology, financial services, sports, media and entertainment, FMCG, healthcare and pharmaceuticals, gaming and esports, and international organisations. Our group includes specialist brands in healthcare events (IdentityCoda), sports presentation (Sports Presentation Co), gaming (NJ Live), corporate travel (Identity Travel), content creation (Dreamlike Studio) and employee experience (Powered by Humans).

Sustainability runs through our production planning, supplier choices and measurement approach. It’s not an add-on. It’s part of how we work. We’ve delivered two of the world’s defining climate events: COP26 in Glasgow and COP28 in Dubai. We help clients set and meet environmental targets across their events programmes, with the practical experience to know what’s achievable and what’s just optics.

Identity Global is the parent brand of The Human Network group. Our specialist brands are Identity Travel (corporate travel management), IdentityCoda (healthcare events and experiences), NJ Live (gaming and esports), Dreamlike Studio (content creation and storytelling), Powered by Humans (employee experience), Sports Presentation Co (live sport delivery) and Event Planning Group (major events, expos and sporting events). One group, eight specialisms.

Start with what you want people to believe, feel or do differently after the experience. Not the format, not the venue. The outcome. Share your audience, your budget range, your timeline and any constraints. We work best when we’re brought in early enough to shape the strategy, not just execute a decision that’s already been made. Share your brief at identityglobal.com/contact.