Purposeful creativity: Elevating corporate events with strategic innovation

In today’s fast-paced environment, creativity must serve a purpose to truly stand out. As Robert Andersen, Creative Services Director, highlights, blending creativity with strategic intent is key to crafting memorable and impactful corporate events. This philosophy drives our approach, ensuring each event not only resonates emotionally but also strengthens brand equity and leaves a lasting impression. 

Delivering creative with purpose by Robert Andersen 

With the wide variety of corporate events that Identity are responsible for delivering, I like the guiding principle of Jef I. Richards who believes that creative without strategy is called ‘art’ and creative with strategy is called ‘advertising.’ but to be successful in the business world, you should be creative with a purpose.  

One of the creative teams’ goals is to establish an emotive connection between the event and the audience in a way that builds brand equity and unique human experiences that live long in the memory, long after the event has finished. This is a creative belief principle that we live by. Approaching customer briefs with confidence and aligning to a purpose allows us to be bold with our ideas and develop storytelling that has the elasticity to accommodate the following check points:  

How does the audience want us to connect with them? 

We want to build our relationship weeks in advance of the actual event with tailored communications and information delivered to add value and build anticipation. We try to keep registration and data gathering to a minimum, whilst on site we build activations that are frictionless, and non-interruptive that allow data collection to maximise the effectiveness of our post event client communications to build stronger personal relationships with attendees.   

Building anticipation and delivering immersive experiences 

To convey the desires and aspirations of the brand, we will need to develop a clear understanding of the potential scope and beauty of the creative. The Identity creative teams focus on the ‘4th dimension’ a step beyond the physical where we blend sight, sound, smell, and touch. Where possible we include 360 immersive environments that seamlessly embed the use of the latest creative technology deliver detailed storytelling at an epic scale.  

What legacy can we leave the audience? 

Sustainability is amongst the first topics of conversation with our customers. Identity work in partnership to ensure we find the right rhythm to be in step with customers sustainability plans. By implementing carbon-reduction plans that use effective tracking and analysis, reporting and insight-sharing we build a clear data-driven plan to net-zero, maximising the positive pathway for their sustainability journey.  

Sustainability extends to every aspect of our creative vision. Working to blend alternative materials within dramatic architectural structures with immersive digital content driven creative allows us to calibrate a new perspective and foster the understanding that combining creative, innovation and sustainability is the new normal. 

Building lasting relationships

Identity’s creative team is dedicated to forging deep connections between events and their audiences, driven by a clear purpose. However, by engaging audiences well before the event, minimising on-site friction, and maximising post-event communications, we build strong, lasting relationships. Our approach leverages immersive technologies and multi-sensory experiences to captivate attendees, while sustainability remains a core focus. Through innovative, sustainable practices, we aim to lead the industry in creating events that are not only unforgettable but also environmentally responsible. 

Experience the power of purposeful creativity with Identity. Let us help you create an event that not only captivates your audience but also aligns with your brand’s values and sustainability goals. Let’s talk today to start planning your next unforgettable event. 

About the author

Robert Andersen – Creative Services Director  

Robert is a multi-award-winning Creative Services Director with over twenty-five years’ experience leading creative teams at well-known Global agencies. Robert’s knowledge spans organisations from scaling tech start-ups to Global blue chip brands delivering industry recognised, results driven creative solutions. The Identity creative team Robert leads are responsible for developing human experiences that are iconic and innovative that delight customers with truly memorable, dynamic, sustainable and ground-breaking events that deliver tangible, positive outcomes