2018 has been a fantastic year for Identity. We have taken on new business in exciting industries such as iGaming, licensing and esports (to name just a few!) and delivered incredible projects at major shows all over the world. In this article we take a look back over the past 12 months and select some of our favourite projects and what we found special about them.

Sportradar at ICE Totally Gaming

The year started off with our largest exhibition stand to date: Sportradar at ICE Totally Gaming which measured an impressive 380 square metres. Sportradar is a global leader in understanding and leveraging the power of sports data and digital content for its clients around the world. Since its founding in 2001, Betradar, which is a sub-brand of the parent company, has developed into a key player in the sport betting industry.

The stand featured an eye-catching 20 square metre wall, along with 37 display and product demonstration screens, four private meeting spaces and a bar.

We were also proud to work and develop Sportradar’s bespoke digital touchscreen quiz which sat at the front of the stand. It featured a set of sport related questions which delegates answered as fast as they could for a chance to win a World Cup Jersey and proved hugely popular across the three days of the event.

Guinness World Records® at Marketing Week Live

Back in March, we worked with Guinness World Records® to design and build their stand at Marketing Week Live. They were in a prime position in the hall which was exceptionally busy throughout the show. With a 75-inch screen on the back wall and a mounted 32-inch screen attached to the totem, Guinness World Records® were able to effectively capture the attention of delegates from different directions.

Throughout Marketing Week Live, Guinness World Records® ran a live record-breaking attempt on the stand, for the Fastest time to stack a right-angled LEGO tower, a table top version of their Jaguar Land Rover case study. This activation drew in the crowds, with visitors keen to have a go, with one smashing the record in 22.6 seconds!

Liverpool Vision at The International Business Festival

This year Liverpool Vision, Liverpool’s economic development, business and enterprise marketers commissioned Identity to create an eye-catching stand at the International Business Festival.

As the show’s Host City stand, it was important to reflect the industrial heritage of Liverpool, therefore the basic materials that were used were transformed to portray a forward-thinking image.

The focal point of the stand included an impressive LED colour changing storeroom, as well as an exhibition area and a breakout discussion zone. The stand was a huge triumph, attracting delegates such as ship builders to car manufacturers, technology companies and universities.

Rovio Angry Birds at Licensing Expo

Rovio Entertainment Corporation is best known for the global Angry Birds brand, and the company now offers multiple mobile games, produced The Angry Birds Movie and licenses Angry Birds worldwide.

At Licensing Expo 2018 in Mandalay Bay, Las Vegas in May, Rovio’s Angry Birds booth was designed, built and installed by Identity. Measuring an impressive 225 square metres, the stand featured gorgeous graphics, including giant character cut-outs, a huge inflatable of the famous “Red” character, custom-designed private meeting rooms, a product display unit and a “high striker” strongman activation. The booth was a great success and Rovio were delighted with the end result.

Shearwater at EAGE

Shearwater, a longstanding client of Identity provide superior geophysical services to the marine, gas and oil industries. Throughout 2018 we have worked on their live events portfolio on several shows across the world, including India, Los Angeles, Copenhagen and more.

Shearwater’s exhibition stand mimicked the front of a ship in its shape, creating a bold look amongst the hall. This was another project where we provided the client with a bespoke digital quiz activation, which was comprised of more than 50 industry questions.

Attendees were invited to have a go at the challenge, where the winners were announced at the end of the show on Facebook Live. This proved very popular with attendees at each event and was a great lead generation tool for Shearwater.

Taylor Guitars at Music Maker, Dublin

Taylor Guitars are a manufacturer specialising in acoustic and semi-hollow electric guitars, and another longstanding Identity client. They work with music stores to create a dedicated area which displays their products and enables customers to test out and compare the different shapes and woods available.

As part of an ongoing rollout, project we have worked in many different countries including Spain, Germany and Italy to name a few. One build that was highly rewarding was the Music Maker fit out in Dublin.

Identity were asked by the client to increase the size of the current display room by reconstructing the walls, therefore increasing the overall square meterage. This meant that this became our largest Taylor Guitars room creation to date!

The new room was clad entirely in MDF, high tack wallpaper and Taylor Guitar branding, giving a high-end finish. The completed space is now a very welcoming area for customers to have a dedicated area for testing and purchasing their products.

Royole at IFA Berlin

Royole Corporation is a pioneer and global leader in the next-generation of human-machine interface technologies and products such as fully Flexible Displays, Flexible Sensors and Smart Products, like wearable tech, smart writing pads and a virtual 3D mobile theatre.

For IFA Berlin back in September, Identity designed an exhibition stand based on Royole’s core technology hub which feeds IP and products to their six main vertical business sectors. We provided Royole with a bold, eye-catching stand focussing on the brand and mirroring the flexibility of the solutions in the curved theme of the stand design.

The stand also featured product demonstration zones where industry press flocked for interviews and more information on Royole’s game-changing technology. Overall, the client was extremely pleased with the high level of visitor interest and media coverage that their stand generated at the show.

FACEIT Rocket League Broadcast Set

FACEIT is the leading independent competitive gaming platform for online multiplayer PvP gamers with more than eight million users, and a total of twelve million online gaming sessions each month.

Identity were approached to build a set that would work with a broadcast studio desk for a gaming tournament for the popular esports title, Rocket League. The set also needed to be easily transportable whilst allowing for brand changes, being utilised for both live and online broadcasts. The end result was a striking, versatile set which included bespoke modular walling, backlit display and two mounted screens.


In 2018 we won an exciting project with Harley-Davidson to produce their trade show booth manual. This consists of a detailed set of guidelines for any stand builder, designer or Harley-Davidson staff member to follow, to create a consistent trade show booth look and feel for any size event.

During this process, Identity designed three Flagship stands for the brand. This is the first of its kind document for Harley-Davidson and will be an integral part of their events planning.

Live Events Apps

One new offering that has seen tremendous growth for Identity this year is the development of web, touchscreen and mobile applications for our events clients. This has included the Sportradar and Shearwater digital quizzes mentioned above, alongside an exciting full registration API, website and smartphone app for FIDI, a number of tablet implementations and many other innovative projects.

These apps have a number of benefits for brands, including lead generation and data capture, and Identity provides a fully GDPR compliant solution which includes encryption and securely exportable data.

Over 2018, we have worked with fantastic clients on exciting and new projects smashing our business targets as well as delivering our largest exhibition stand to date. And with even bigger and better projects underway on the horizon. We’re very excited about what the world of live events will bring us in 2019!

We wish all our clients a very merry Christmas and a happy New Year!

Identity is a full service live events agency with over 20 years of experience delivering live events within the conference, exhibition and experiential spaces for brands across the globe. If you would like us to help with your next live event, please contact Identity today on 01323 469111 or by email to letstalk@identitygroup.co.uk