Identity has completed its strategic transformation, uniting the strengths of Identity and Smyle to create a single, global experience agency under a refreshed brand.
Six months in the making, the newly combined agency said the transformation “marks a new era of strategy, creativity, and purpose for clients worldwide, while maintaining full independence to continue providing a boutique service”.
The new Identity brings together over 250 specialists across strategy, creative, delivery, and measurement, delivering everything from government summits to cultural moments, from tech showcases to sport, incorporating design, innovation, and production under one roof.
This transformation builds on Identity’s long-term strategic ambition, Destination 2030 – a roadmap to grow its global reach and capability while remaining grounded in purpose, creativity, and sustainability.
At the centre of the transformation sits a single organising principle: “Experience Changes Everything.” Identity believes that experiences, whether live or digital, have the power to shift perception, inspire belief, and drive meaningful action.
For clients, this means working with a partner that doesn’t just execute but helps them achieve change through experience: changing how people feel, think, and act towards their brand.
The new brand identity is designed to reflect both creativity and clarity. At its heart is the tribar – the mathematical symbol for ‘identity’ – a simple, powerful mark representing equality, partnership, and ambition. Clean geometry, confident typography, and a vibrant colour palette – black with neon green, electric blue, and subtle red are designed to express the agency’s fearless creativity and forward-thinking mindset.
Michael Gietzen, Group CEO of Identity, said: “The world is changing faster than ever before. Clients need partners who can anticipate, not just react, who can help them navigate complexity and deliver clarity through experience. That’s what this transformation is about. Identity and Smyle came together with purpose: to build an agency ready for the next decade of change – the golden age of experience.”
Emma Gardner, Executive Design Director, added: “Design is strategy made visible. Every element of this new brand, from the tribar to the colour system, has purpose behind it. The tribar captures equality and connection – ideas that define how we work internally and with clients. We wanted something timeless yet flexible, confident yet human. It’s not just a logo; it’s an expression of who we are and what we stand for.”
Identity’s specialist group of agencies – NJ Live, The Sports Presentation Company, Dreamlike Studio, Powered By Humans, and Beyond Business Travel – retain their unique identities while benefiting from Identity’s capabilities, creativity, and expertise.