The Identity story

Identity is a full-service live events agency with over 20 years’ experience in delivering global high-scale events. We work in extensive collaboration with our clients and partners to create incredible experiences, delivered to the highest standards.

Our events have successfully facilitated some of the most important discussions from around the world, such as COP26, and the G7 and NATO Summits.

At Identity, we focus on enhancing the human experience by incorporating the right elements and design into our events. We strive to empower the audience, while simultaneously achieving tangible results with qualitative outcomes.

We are constantly adapting to keep ahead of the times. We are a trusted partner to government bodies, and the incumbent for many global brands in sport, and technology.

Pioneering human experience

Human experience is at the heart of everything we create. We unite a variety of disciplines to maximise engagement:

Event Experience

Event Experience

  • 20+ years’ blue chip delivery
  • Full-service event management services
  • Award winning creative & production
  • Flawless service & execution
User Experience

User Experience

  • Physical & digital interface
  • Data-driven planning
  • Content & technology creation
  • Dedicated innovation hub
Customer Experience

Customer Experience

  • Space planning & design
  • Need state modelling
  • Omni-channel journey map
  • Messaging optimisation
Human Experience

Human Experience

  • Data driven experiences
  • Powered by human insight
  • Post COVID-19 solutions
  • Omni-channel measurability

Identity has successfully delivered many projects throughout the Middle East including most recently the Norway pavilion at Expo 2020. We are excited to now have a permanent presence in the Middle East through our offices in Dubai and Abu Dhabi, offering full-service event management solutions including creative & design, digital, account management, project management and production.

Benefit from our experience

Driven by a culture that underpins our work ethic, we have the agility to adapt to change, the strategical know-how to understand why and the creative nuance to deliver remarkable experiences.

Internationally acclaimed & forward-thinking leadership team

Plus over 150 more talented individuals in the Middle East & Europe

Michael Gietzen

Chief Executive Officer

Michael Gietzen is the Global CEO of Identity and oversees Identity’s strategic vision, as well as the delivery of major high-profile events. His current focus is developing Identity’s global reputation and growth strategy. Michael has spent considerable time in the Middle East expanding his global experience and broadening his business network. He is particularly excited about the market as it fits Identity’s vision for working with businesses who put sustainability first.

Ryan Perkins

General Manager

With over two decades of international experience, Ryan has been heavily involved in several iconic events including Expo 2020, Commonwealth Games, Wimbledon Championships, ICC Cricket World Cups, and multiple Formula One Grand Prix races. With over 15 years in the Middle East, Ryan has held Executive Management positions in the Events, Services, Retail, Commercial and Government sectors.

Nikki Kerr

HR Director

Nikki is an accomplished HR leader and talent acquisition professional with broad experience across major event resourcing, operational leadership, and strategic planning. Nikki has led resourcing, talent acquisition, and head count and workforce planning for major international events, including Expo 2020, the Olympics, and Commonwealth Games. She is highly experienced in managing high-performing teams as well as specialist and general HR functions.

Paul Fitzpatrick

Managing Director

Paul is highly experienced in project strategy, logistics, operations, and production. He is responsible for project delivery and is supported by an experienced management team, enabling him to focus on developing and driving the business forward. He has worked with major brands such as Apple, RBS, UK Government, Amazon, and Formula E, and supported in the delivery of the Norway Pavilion at Expo 2020 in Dubai.

Janet Dodd

Chief Strategy Officer

Janet offers over 25 years of experience delivering high-profile events for global brands and HM Government. As Director of live events, Janet oversees the delivery of major events across the business and headed up Identity’s delivery of the NATO Leaders’ Meeting and G7 Summit. Janet has worked extensively in the Middle East, delivering major B2B events for global companies, and was the Project Director for the Dubai World Cup ceremonies for two consecutive years.
Robert Andersen Headshot

Robert Andersen

Creative Services Director

Robert has worked in the digital creative services industry for over 20 years and has an outstanding track record of recruiting, developing and leading creative teams in the agency world. Robert has a detailed understanding of how to combine creativity and technology to deliver engaging and impactful experiences and has achieved industry recognition for delivering award-winning, pioneering innovation and results for a portfolio of global brands.

Marlon James

Account Manager

With over a decade in the events industry, Marlon has cultivated an extensive history of delivering some of the biggest events within the region and beyond. Living and working in the Middle East for 7 years, Marlon is versatile, dependable, and a natural leader. He has had the pleasure of working across major projects in various capacities, such as Expo 2020 Dubai, Special Olympics World Games Abu Dhabi, and Sole DXB, to name a few.

Dan Colborne

Executive Creative Director

Dan is an industry-recognised award-winning creative and brand strategist with over 25 years’ experience. Recently involved in the brand direction for COP 28 and worked closely with major companies in the region refreshing their brand direction. He’s excited to oversee Identity’s creative output in the Middle East where he will bring his storytelling expertise to spaces where brands and people can enjoy strategic creativity, brand behaviour, and shifting customer influence.

Simon Dunnell

Executive Project Director

Simon has over 25 years of experience in the events industry. He has worked on large-scale projects across a wide range of event sectors including public, music, sporting, corporate, product launch, exhibition and incentive events, for brands such as Shell, Microsoft, Apple, Tour de France, BBC, LOCOG, HMG, NATO, McLaren and Goldman Sachs. Simon has worked extensively across all continents and relishes the challenge of designing and delivering complicated projects in difficult locations.

Amy Wilson

Head of Project Management

Amy has 15 years of experience working in the events industry, producing a wide variety of projects both globally and in the UK. Projects include conferences, product launches, media events, high-profile award shows, gala dinners and exhibitions. With varied industry experience across Finance, Government, Tech and Film & TV, Amy is well-versed in managing large-scale, high-profile events involving multiple stakeholders and complex logistics. Amy thrives on building teams rooted in respect and collaboration – and clients are always a part of that.
Darren Le Poidevin headshot

Darren Le Poidevin

Creative Director

Darren is an established leader in delivering premium experiences through live events, exhibition programmes, and conferences for global brands and governments. His expertise has played a key role in the achievements of Identity, specifically in the successful creative execution of the G7 Summit and COP 26. Darren has worked extensively in the Middle East, leading the design direction for Meydan in 2020, as well as delivering exhibition projects at the DWTC Convention Centre.
Milo Gabric's headshot in black and white

Milo Gabric

Project Delivery Director

Milo has 20+ years of event experience across corporate, private, and public events. He has delivered large-scale global events both live and virtual across varying industries and sectors. His clients include Unilever, Bentley, Microsoft, LEGO, Mercedes-Benz, AstraZeneca, and he has also worked on the US PGA Tour’s Presidents Cup, ICC Cricket World Cup and Volvo Ocean Races. Milo was heavily involved in the planning of the INEOS Grenadier Middle East Touring Roadshow across Dubai, Abu Dhabi, Bahrain, and Qatar.

Shéa Bennett

Head of Strategy

Shéa is a holistic, creative brand strategist with over 15 years in live events, digital, marketing and advertising. He has delivered innovative campaigns and immersive experiences for many brands across multiple verticals, including finance, defence, government, energy, technology, entertainment, sports and esports. Shéa has worked in the Middle East for a decade, providing strategic consultancy on brand direction for major companies, across multiple disciplines and sectors.

Lindsay Neyjahr

Head of Public Sector

Lindsay has over 15 years of experience in the events industry, including extensive experience working across government departments, managing numerous complex campaigns, exhibitions and roadshows, as well as leading on multiple pitches. Excelling at strategic thinking and its application, Lindsay continuously enables successful delivery for clients, using her passion for understanding client needs, strategic planning and ultimately creating innovative experiences.

Ben Smith

Head of Production

Ben has been working in live events for the last 18yrs and has a wide-ranging background in sports, music events, festivals, conferences, exhibitions, product launches and experiential campaign tours. Ben specialises in the management of multiple teams delivering across numerous briefs simultaneously, budgeting to support pitch process, concept feasibility, creative co-creation, client servicing, large-scale logistics; event production and project management.

Michael Naman

Creative Technology Director

Michael is an accomplished technology leader with twenty year’s agency experience in delivering award-winning creative applications. He is confident in leading multi-disciplined teams through complex projects to tight deadlines and budgets. He specialises in delivering innovative front-end developments and creative user experiences across the digital and physical worlds. He has a wealth of experience in technical delivery and is skilled in adapting digital touch points for right to left languages.



Experience strategy

Informed by behavioural economics and brand-planning processes.

  • Audience insights
  • Granular segmentation
  • Data & analytics
  • User need-states
  • Journey mapping

Full service delivery

Project management and end-to-end experience design and build across both physical and digital platforms.

  • Exceptional project management
  • 3D design & visualisation
  • Graphic design & artworking
  • Content production
  • Technical logistics
  • Fabrication

Concept development

Blending creative ideation with technological innovation.

  • Driven by design
  • Mapping & exploration
  • Visual direction
  • Creative technology
  • Prototyping

Experience measurability

Track experience effectiveness across channels and time.

  • Critical metrics and KPIs
  • Data capture & analytics
  • Digital dashboards
  • Hardware & software
  • Evaluation
  • Continuous improvement

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