Identity pivot into digital future

Event Experience + User Experience + Customer Experience = Human Experience

Identity puts experience at the forefront by combining user and customer experience to create authentic ‘human experiences’ in its events. With Identity’s help, companies learn more about what is effective in their marketing, from creating bespoke webinar options, opening virtual studios and in the case of the RAF, even hosting a virtual esports streaming event. Identity believes the only limit is the imagination of its clients. 

While investing in the best talent, Identity has also funded improvements to its Eastbourne headquarters, creating modern working spaces where team members can focus on engaging with the latest trends and tackling bigger projects, while remaining flexible and agile enough to respond to clients’ immediate needs. 

The pandemic and event industry

Flexibility and agility helped Identity Group to find its footing as the effects of Covid-19 began to be felt as the events industry faced worldwide delays and cancellations. Michael Gietzen and the leadership team acted quickly to evaluate how they could change the business to survive. Whilst the physical events team and their initial schedule were affected, the work that the leadership team had done in the proceeding years put them in good stead to take on decisions.

The company’s ethos allowed time to be taken to assess opportunities and take the hard decisions which resulted in the reorientation of the business. The leadership team was also able to get an external point of view from Jim Fletcher, business manager at Locate East Sussex, who assisted with reviewing financial plans to help deliver the new strategy.