Identity has merged with Smyle to create a single global experience agency under the Identity brand. The move follows six months of restructuring and aims to unify more than 250 staff.
The combined agency will continue to operate independently, offering brand activations, major events and digital experiences as before.
Group CEO Michael Gietzen said: “The world is changing faster than ever before. Clients need partners who can anticipate, not just react … 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.”
The new organisation sits under a strategy called Destination 2030, which outlines Identity’s plan to grow its global reach.
The rebrand introduces a new logo, the tribar. The design combines black with neon green, electric blue and red.
Executive design director Emma Gardner said: “Design is strategy made visible. Every element of this new brand, from the tribar to the colour system, has purpose behind it.”
Executive creative director Dan Colborne added: “This is about more than design; it’s about creative impact. The experiences we build for clients must move audiences emotionally and deliver results commercially.”
Strategy director Jonathan Boyne said the change reflects growing client demands for measurable impact. “We’re in an exponential age where client budgets are pressured while costs rise, yet expectations keep climbing. Experiences must work harder, live longer, and deliver measurable impact,” he said.
Identity’s group of specialist agencies – NJ Live, The Sports Presentation Company, Dreamlike Studio, Powered By Humans, and Beyond Business Travel – will keep their own identities but share resources and expertise.