What Identity does

Identity is a Tallinn-based creative agency (legal entity Identity OÜ) founded in 2002, operating with 1-10 employees from a single headquarters at Laeva 2, 4th Floor, Tallinn. The firm delivers professional services in brand strategy, brand naming, visual identity design, brand concept development, packaging design, communication strategy, rebranding, and brand launch campaigns. It markets itself as a 'strategic-holistic' creative practice combining brand strategy with creative execution, and claims over 25 years of experience with 200+ brand concepts created for clients. There are no disclosed technology products, APIs, patents, or proprietary platforms; the offering is human-driven creative and strategic consulting rather than a technology product.

The agency's go-to-market is sales-led and direct: prospective clients engage via website inquiry forms (quote requests, guest speaker invitations, cooperation proposals), with project-based professional services engagements. Pricing is not publicly disclosed and is structured as custom quotes per project. Customer segments are primarily enterprise companies and government institutions, with notable logos including Inbank (financial services), Retro FM (broadcasting), Thermory (manufacturing), the Government Office of Estonia, Kalev (food & beverage), Iglusaun (consumer goods), and IIZI (insurance). Geographic reach claims Europe and Global, though operations are concentrated in Estonia.

Documented client outcomes include Retro FM achieving 315% business growth and becoming Estonia's most-listened radio station, Inbank reaching 220% of savings deposit targets (11 million EUR), and the EU2017 communication strategy generating 70 million EUR in profit. The firm has won the Estonian Marketing Efficiency Award in 2014 and been a finalist twice in 2016. No funding rounds, acquisitions, or leadership changes are disclosed; ownership appears to be founder-held.

Name

Identity

Legal name

Identity Ltd.

Website

https://identity.ee

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Identity is a Tallinn-based creative agency providing brand strategy, visual identity, communication, and launch campaign services. Founded in 2002 with 1-10 employees, the firm has created 200+ brand concepts for enterprise and government clients across financial services, consumer goods, and media.

Ownership category

akta.pro rank

Product category

Brand Strategy and Creative Services

NAICS

Advertising, Public Relations, and Related Services (5418), Graphic Design Services (541430), Graphic Design Services (54143)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Strategy & Identity Systems (MPAAAEAA)

akta.pro secondary industries

Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB), Visual Identity & Brand Design Systems (BPAFAEAC), Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

• Brand strategy services
• Visual identity design
• Creative agency services
• Brand naming services
• Communication strategy

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Creative Agency Services: Professional services revenue from brand strategy, naming, visual identity design, communication strategy, and marketing campaign development. Project-based fees for client engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Identity is a Tallinn-based creative agency that delivers brand strategy, brand naming, visual identity design, brand concept development, communication strategy, packaging design, rebranding, and brand launch campaigns for enterprise and government clients. Engagements are project-based professional services, often spanning end-to-end from naming through to integrated launch campaigns, with case studies in financial services, broadcasting, manufacturing, consumer goods, and public-sector communications.

Product overview

Identity is a creative agency offering integrated brand strategy and design services. The company provides a unified suite of services including brand naming, visual identity development, communication strategy, brand concept development, packaging design, rebranding, and brand launch campaigns. With over 25 years of experience and over 200 new brand concepts created, the agency operates as a single-service practice focused on strategic-holistic creative output rather than a modular product platform. Services are delivered through collaborative partnerships with clients, combining strategic methodology with creative execution across multiple design disciplines.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Naming Creation of distinctive brand names that capture a business's essence and support market positioning, demonstrated by the IIZI insurance broker naming and other assignments.
• Visual Identity Design Development of comprehensive visual identity systems including logos, color palettes, typography, and brand guidelines for consistent market presence across clients such as IIZI and Thermory.
• Communication Strategy Creation of holistic communication concepts and marketing strategies to convey brand narratives to target audiences, exemplified by the EU2017 Estonian Presidency communication program.
• Brand Concept Development Development of meaningful brand concepts that occupy specific market categories, evidenced by the creation of the Thermory brand for the thermally modified timber category.
• Packaging Design Design of product packaging that creates unified, memorable product series, exemplified by the Kalev Eepos chocolate series packaging that drove a 46% sales rise.
• Rebranding Transformation of existing brands with new visual identities and market positioning, demonstrated by the Retro FM radio station rebranding that achieved 52% audience growth.
• Brand Launch Campaigns Execution of integrated launch campaigns for new brands combining PR, advertising, and media strategies, exemplified by the Inbank banking launch that achieved 220% of deposit targets.

Quantifiable outcome

• Retro FM: 52% audience increase, 144% commercial revenue increase, 315% business growth (2019)
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Sky MediaminorStrategic or Co-development PartnerCollaboration on Retro FM rebranding project. Sky Media team worked alongside Identity on the radio station's successful transformation.
• InbankminorStrategic or Co-development PartnerCollaboration on Inbank brand launch campaign. Joint work on creating 'bank in a bank' concept and marketing campaign.
• IglusaunminorStrategic or Co-development PartnerCollaboration on Iglusaun brand storytelling and marketing campaign combining print, Facebook, PR and sponsoring.
• ThermoryminorStrategic or Co-development PartnerCollaboration on Thermory brand creation and launch for thermally modified timber products.
• Government Office of EstoniacoreStrategic or Co-development PartnerCollaboration on Estonian Presidency of EU Council 2017 communication strategy. Created holistic concept for national image building.
• KalevminorStrategic or Co-development PartnerCollaboration on Kalev Eepos chocolate series packaging design and brand revival concept.
• IIZIminorStrategic or Co-development PartnerCollaboration on IIZI insurance broker brand creation and market launch.

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• MetaDesign: MetaDesign is an established international branding agency with a strong reputation in Europe for brand strategy, naming and visual identity systems — directly comparable service offering and frequently pitched against regional boutiques like Identity.
• Superunion (Brand Union): Superunion is a WPP-owned brand and communications consultancy covering strategy, naming, identity and design systems; competes with Identity on enterprise and government branding mandates across Europe.
• Landor & Fitch: Landor & Fitch is a global branding and design consultancy delivering strategy, naming, identity and brand experience at a much larger scale; competes with Identity on enterprise rebranding RFPs where a global roster is required.

Direct peers

• Mast Studio: Mast is a strategic design and brand studio offering brand strategy, naming, visual identity and packaging — a near-direct peer in discipline mix and boutique scale to Identity.
• &Walsh: &Walsh is an independent brand strategy and design studio focused on brand identity systems, packaging, and creative campaigns; overlapping service offering and boutique positioning make it a relevant peer for Identity.
• Pentagram: Pentagram is the world's largest independent design consultancy, with partners delivering branding, naming, identity, and packaging — directly comparable discipline set, though with much larger scale and global reach than Identity.
• Moving Brands: Moving Brands is an independent brand and experience design consultancy operating across strategy, identity and motion; comparable to Identity in offering mix and mid-size boutique positioning.
• Anagrama: Anagrama is a multi-disciplinary branding agency combining strategy, naming, visual identity and packaging design; comparable in service breadth and boutique scale to Identity, serving clients globally.
• Ragged Edge: Ragged Edge is a strategic branding agency focused on creating brand positioning, naming, identity and launch campaigns for ambitious brands — closely comparable to Identity's outcome-driven, full-service boutique model.
• Koto: Koto is a brand strategy and design agency working at the intersection of strategy, naming, visual identity and digital, with a similar integrated, outcome-led model that competes directly with Identity for mid-market and enterprise branding engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Identity