Identity
Identity is a UK-headquartered global experiential agency delivering end-to-end brand experiences, large-scale events, content, and strategic advisory for enterprise clients across technology, government, sports, and entertainment sectors.
- Company typePrivate
- Founded2004
- HeadquartersWest Ham, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Identity does
Identity (formerly Smyle) is a UK-headquartered full-service experiential agency delivering immersive brand experiences, large-scale events, content, digital, broadcast and strategic advisory for global enterprise clients. Founded in 2004 and now operating as part of Human Network Ltd under the Identity Group umbrella, the company has grown to 101-250 employees across offices in the UK (Eastbourne headquarters), the United States (New York, Irvine), the Middle East (Dubai, Abu Dhabi, Riyadh) and Australia (launched 2026). Its named client roster spans sovereign and supranational buyers (UK Home Office, Foreign Commonwealth & Development Office, United Nations/UNFCCC for COP28, INTERPOL, Greater London Authority), global technology brands (Salesforce, Meta, TikTok, Arm, Spotify, Samsung, Adobe), and major sports and entertainment properties (Women's Rugby World Cup 2025, Harlequins, EFL, British Cycling, Netflix, ITV, Johnnie Walker, Vodafone).
The core offering is organised around five service modules — Brand Experience, Event Management and Production, Content Digital and Broadcast, Innovation and Technology, and Strategic Advisory — supported by specialist sub-brands covering corporate travel (Identity Travel), healthcare events (IdentityCoda, acquired March 2026), gaming and esports (NJ Live), content creation (Dreamlike Studio), employee experience (Powered by Humans), and sports presentation (Identity Sport and Sports Presentation Co). Technical capabilities include VR/XR integration, AI-generated content environments and synthetic media, end-to-end broadcast production, and sustainability-certified delivery (ISO 20121 and PAS 2060 certifications on government work). Identity's revenue model is enterprise project-based professional services with custom quotes per event, multi-year strategic contracts, and direct enterprise sales augmented by presence at industry events (WEF Davos, Cannes Lions, CES, Met Gala). Pricing is not publicly disclosed and no standard tiers exist; instead, engagements are scoped on event scale, complexity and duration, ranging from intimate activations to mega-events such as COP28 (80,000+ in-person attendees over 14 days) and the Women's Rugby World Cup 2025 (444,465 tickets sold).
Identity firmographics
Firmographics- Name
- Identity
- Legal name
- Identity Events Management Ltd
- Website
- https://identityglobal.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Identity is a UK-headquartered global experiential agency delivering end-to-end brand experiences, large-scale events, content, and strategic advisory for enterprise clients across technology, government, sports, and entertainment sectors.
- Ownership category
- akta.pro rank
Identity industry classification
Industry- Product category
- Experiential Marketing and Event Management Services
- NAICS
- Graphic Design Services (541430), All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Activation/Experiential Creative Agencies (MPAAAAAO)
- akta.pro secondary industries
- Brand Activations & Experiential Campaign Design (MPAAAGAA), Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD)
Keywords
Where Identity is headquartered
LocationHeadquarters
- HQ city
- West Ham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
Identity business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Experiential Event Services: Project-based professional services for brand experiences, large-scale events, content and digital activations, and strategic advisory. Revenue generated through planning, production, and delivery of brand experiences for enterprise clients.
- Strategic Advisory: Consulting and advisory services for government summits, diplomatic events, World Expo pavilions, and brand strategy engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise project-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Identity product offering
Product offeringCore offering
Identity is a full-service experiential agency that designs and delivers brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments, and sports organizations. The offering spans five integrated service modules—Brand Experience, Event Management & Production, Content/Digital & Broadcast, Innovation & Technology, and Strategic Advisory—supported by a portfolio of specialist sub-brands covering corporate travel (Identity Travel), healthcare events (IdentityCoda), gaming/esports (NJ Live), content creation (Dreamlike Studio), employee experience (Powered by Humans), and sports presentation (Identity Sport, Sports Presentation Co, Event Planning Group).
Product overview
Identity Global is an experiential agency that designs and delivers brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments and sports organisations. The company operates as a unified platform with five core service modules (Brand Experience, Event Management & Production, Content Digital & Broadcast, Innovation & Technology, and Strategic Advisory) supported by a portfolio of specialist sub-brands including Identity Travel (corporate travel), IdentityCoda (healthcare events), NJ Live (gaming/esports), Dreamlike Studio (content creation), Powered by Humans (employee experience), Identity Sport (sports presentation), Sports Presentation Co, and Event Planning Group. The offering spans from intimate 50-person experiences to mega-events like COP summits and World Expos, serving clients across government, technology, financial services, sports, media, gaming, and FMCG sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Experience End-to-end brand experience design and delivery for enterprise clients, creating live, physical or digital interactions that bring a brand to life in ways audiences can feel, not just observe.
- Event Management and Production End-to-end event planning, production, management and delivery services for events of any scale, from intimate gatherings to mega-events like COP summits and World Expos.
- Content, Digital and Broadcast Content creation, digital experiences and broadcast services for brand activations, including live streaming, broadcast production, and digital storytelling.
- Innovation and Technology Technology integration for experiential events including VR, XR, AI-generated environments, immersive experiences, and interactive brand activations.
- Strategic Advisory Consulting and advisory services for event strategy, brand experience planning, government summits, diplomatic events, World Expo pavilions, and brand strategy engagements.
- Identity Travel Corporate travel management services for enterprise clients, rebranded from Beyond Business Travel to extend Identity's integrated travel and events offering.
- IdentityCoda Healthcare events and experiences specialist serving pharmaceutical and healthcare clients requiring compliance-led delivery.
- NJ Live Gaming and esports division delivering large-scale gaming activations such as Supercell's Clashfest at DreamHack Atlanta.
- Dreamlike Studio Content creation and storytelling studio producing brand narratives and digital content for experiential activations.
- Powered by Humans Employee experience services for organizations seeking to engage internal teams through events, communications, and culture programs.
- Identity Sport Sports presentation and fan experience delivery for sports federations, rights holders, brands, and event organizers.
- Sports Presentation Co Live sport delivery and sports presentation specialist providing event operations support for federations, rights holders and tournament organizers.
- Event Planning Group (EPG) Operational consultancy for major events, expos and sporting events, supporting organizers with planning and on-the-ground delivery.
Quantifiable outcome
- 94% of Salesforce event attendees reported positively influenced perception of regional partnership
- +5 more outcomes
Companies that use Identity
Customer profileNamed customers26 records
Segments7 records
Ideal customer profiles6 records
Identity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability6 records
Feature3 records
Identity partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered key and core.
- ArmkeyOngoing partnership for Annual Partner Meeting delivery, with plans for expansion in 2026. Arm cited confidence in the partnership and format, with event's success securing expansion plans.
- FusekeyPartnership with Fuse for Vodafone Wimbledon activation, with Fuse citing Identity's consistent delivery of exciting creative concepts aligned with client vision.
- Identity Group (Parent Company)coreIdentity Global is part of The Human Network group, overseeing independently managed organizations including Identity Travel, Dreamlike Studio, NJ Live, Powered by Humans, Identity Sport, Sports Presentation Co, Event Planning Group, and Identity Coda.
Scale indicators11 records
Recent moves9 records
Expansion highlights8 records
Identity competitors and assessment
Company assessmentDirect peers
- Velocity Experiential: Boutique experiential marketing agency producing high-profile brand activations and bespoke events. Comparable on creative-led experiential work for technology and consumer clients.
- MKG (MKG Experiential): Independent US-based experiential marketing agency producing brand activations, immersive experiences and large-scale events. Directly comparable on service mix (strategy through production) and enterprise/tech client roster.
- Opus Agency: Brand experience agency designing events, sponsorships and experiential programs for tech and consumer brands, including flagship user/partner conferences. Comparable on the brand experience, content and strategic advisory layers.
- Jack Morton Worldwide: Global brand experience agency delivering live, digital and hybrid experiential campaigns for enterprise brands. Closest direct competitor to Identity across end-to-end experiential, content and event production for the same technology and consumer client base.
- Sparks: Global brand experience agency designing and producing experiential, trade-show and permanent environment programs. Competes head-to-head with Identity for enterprise and government experiential mandates.
- George P. Johnson Experience Marketing: Largest exclusively-experiential agency worldwide, focused on brand experience, events and digital activations for technology and B2B clients. Direct peer across Identity's core enterprise experiential offering.
- Hub International (Hub Experiential): Live events and brand experience agency delivering corporate conferences, product launches and consumer experiences. Direct competitor in the same enterprise experiential RFP pool.
Broad incumbents
- IMG (Endeavor): Global events, sports and entertainment operator under Endeavor running event ownership, licensing and on-site delivery. Overlaps with Identity on mega-event delivery and sports presentation.
- Wasserman: Global sports, music and entertainment marketing agency combining sponsorship, talent and experiential. Overlaps directly with Identity Sport / Sports Presentation Co for sports federation, rights-holder and brand experience work.
Emerging players
- CODA (now part of Identity - IdentityCoda): Healthcare-specialist events and experiential agency acquired by Identity in March 2026. A focused niche peer prior to acquisition, now a sub-brand illustrating Identity's adjacent vertical expansion into pharma/compliance-led experiential.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Identity social profiles
Digital presenceIdentity compliance and trust
Trust signalCompliance3 records
Identity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identity leadership team
Management profileNumber of profiles
Profiles15 records
Identity subsidiaries and ownership
Company hierarchySubsidiaries8 records
Identity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identity M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Identity
What does Identity do?
Identity is a full-service experiential agency that designs and delivers brand experiences, large-scale events, content and digital activations, and strategic advisory for global brands, governments, and sports organizations. The offering spans five integrated service modules—Brand Experience, Event Management & Production, Content/Digital & Broadcast, Innovation & Technology, and Strategic Advisory—supported by a portfolio of specialist sub-brands covering corporate travel (Identity Travel), healthcare events (IdentityCoda), gaming/esports (NJ Live), content creation (Dreamlike Studio), employee experience (Powered by Humans), and sports presentation (Identity Sport, Sports Presentation Co, Event Planning Group).
Is Identity a public or private company?
Identity is a private company. It is classified as corporate owned and is currently operating.
When was Identity founded?
Identity was founded in 2004. It employs 101 to 250 people.
Where is Identity based?
Identity is headquartered in West Ham, United Kingdom, in the Europe region.
How does Identity make money?
Two revenue lines are on record. Experiential Event Services are the primary driver. The others are strategic Advisory.
Who are Identity's main competitors?
Direct peers on record are Velocity Experiential, MKG (MKG Experiential), Opus Agency, Jack Morton Worldwide, Sparks, George P. Johnson Experience Marketing and Hub International (Hub Experiential). Broad incumbents are IMG (Endeavor) and Wasserman. CODA (now part of Identity - IdentityCoda) is listed as an emerging player.
Does Identity have an API?
No public API is recorded for Identity.
What industry is Identity in?
Identity's product category is Experiential Marketing and Event Management Services. Its primary akta.pro industry code is MPAAAAAO, Activation/Experiential Creative Agencies, with a secondary code of MPAAAGAA, Brand Activations & Experiential Campaign Design. Its NAICS code is 541430 and its SIC code is 7311.