Global experiential agency, Identity, has announced a significant expansion of its US operations, marked by the agency’s recent activation for Red Bull.
The Red Bull Winter Edition launch, delivered with Olympic champion Lindsey Vonn, signalled a powerful moment for Identity’s stateside work.
Set among the snow-covered peaks, the handcrafted alpine newsstand installation engaged more than 7,000 skiers and captured premium content for Red Bull’s upcoming national campaign.
It represents the latest in a growing portfolio of high-impact US projects, and a clear statement of intent for the agency’s future in the region.
Identity has delivered a series of high-profile, high-impact projects in recent months.
For Meta, the agency led the latest evolution of the Burlingame Executive Briefing Centre, crafting a premium, strategically designed environment for C-suite engagement, AI demonstrations, and product immersion, a space immediately endorsed by Meta leadership, including CTO Andrew Bosworth.
At CES 2025, Identity transformed Arm’s VIP suite into a dynamic hospitality and announcement hub, complete with an overnight conversion for the Arm x Formula 1 partnership reveal, supported by broadcast-quality production for global audiences.
The team also elevated TikTok’s presence at the Met Gala, hosting A-list guests at The Mark Hotel and producing an immersive creator Watch Party overlooking the Empire State Building — the brand’s most ambitious activation at the event to date.
Continuing its decade-long partnership with Salesforce, Identity delivered 25 executive networking experiences across eight markets, each designed to strengthen senior customer relationships and reinforce Salesforce’s industry leadership.
Meanwhile, the agency’s specialist gaming and esports division, NJ Live, is also accelerating its US footprint, recently transforming Supercell’s Clashfest into the centrepiece of DreamHack Atlanta, attracting more than 40,000 fans and setting a new benchmark for large-scale gaming world-building.
To support this momentum, Identity has strengthened its presence across both coasts. With established offices in New York and California, the agency is deepening its investment in people and capability.
Client Experience, will lead the expanded US operation, with Megan Athanas joining as client director and James Howitt as VP of client experience.
Howitt said: “Our work with Red Bull reflects what makes Identity different, as we consider what success looks like for our clients and their audience. We focus on creativity, craft, quality and commercial value, as we utilise our talent globally to drive a unique value proposition for our clients. We’re excited to build on this and bring even more of our expertise directly to clients across the US.”
With enhanced teams in New York and California, Identity is now equipped to provide greater agility, local insight, and integrated service for brands across North America.
Athanas said: “Clients want bold thinking backed by flawless delivery, alongside a team that brings energy and personality to every project. Our expanded US operation ensures we can deliver exactly that, at a scale and consistency that matches the ambitions of the brands we work with.”