Identity, the global experiential agency behind some of the world’s most ambitious brand experiences, today announced a significant expansion of its US operations, marked by the agency’s recent standout activation for Red Bull.
The Red Bull Winter Edition launch, delivered with Olympic champion Lindsey Vonn, signalled a powerful moment for Identity’s stateside work. Set among the snow-covered peaks, the handcrafted alpine newsstand installation engaged more than 7,000 skiers and captured premium content for Red Bull’s upcoming national campaign. It represents the latest in a growing portfolio of high-impact US projects, and a clear statement of intent for the agency’s future in the region.
To support this momentum, Identity has strengthened its presence across both coasts. With established offices in New York and California, the agency is deepening its investment in people and capability. Megan Athanas joins as Client Director, and James Howitt, VP Client Experience, will lead the expanded US operation from the new office in NYC.
“Our work with Red Bull reflects what makes Identity different, as we consider what success looks like for our clients and their audience. We focus on creativity, craft, quality and commercial value, as we utilise our talent globally to drive a unique value proposition for our clients” said James Howitt, VP Client Experience, Identity. “We’re excited to build on this and bring even more of our expertise directly to clients across the US.”
A portfolio of world-leading US experiences
Identity’s expansion follows a series of major engagements with some of the world’s most recognisable brands:
Meta – Identity delivered the latest evolution of Meta’s Burlingame Executive Briefing Centre, creating a premium, strategically designed environment for C-Suite engagement, AI demos, and product immersion. The space received immediate endorsement from Meta leadership, including CTO Andrew Bosworth.
Arm at CES – At CES 2025, Identity transformed Arm’s VIP suite into a high-impact hospitality and announcement space, including an overnight conversion for the Arm x Formula 1 partnership reveal, supported by broadcast-quality production for global audiences.
TikTok at the Met Gala – From hosting A-list guests at The Mark Hotel to producing an immersive creator Watch Party overlooking the Empire State Building, Identity delivered TikTok’s most ambitious Met Gala presence yet.
Salesforce – Continuing a decade-long partnership, Identity delivered 25 executive networking experiences across eight markets, designed to deepen senior customer relationships and amplify Salesforce’s industry leadership.
The agency’s specialist gaming and esports division, NJ Live, is also accelerating in the US. The team recently transformed Supercell’s Clashfest into the centrepiece of DreamHack Atlanta, attracting more than 40,000 fans and setting a new benchmark for gaming world-building.
Strengthened capability on both coasts
With enhanced teams in New York and California, Identity is now equipped to provide greater agility, local insight, and integrated service for brands across North America.
“Clients want bold thinking backed by flawless delivery, alongside a team that brings energy and personality to every project,” said Megan Athanas. “Our expanded US operation ensures we can deliver exactly that, at a scale and consistency that matches the ambitions of the brands we work with.”
Identity remains committed to shaping experiences that create connection, shift behaviour, and deliver measurable impact for global brands across the US market.
