What is Identity’s winter biannual?

Identity’s winter biannual is a twice-yearly, in-person gathering that brings the full agency together to align on strategy, vision and culture. These meetings are designed to create space for long-term thinking beyond day-to-day execution.

Why was Detroit chosen as the location?

Detroit is Identity’s home and a core part of the agency’s identity. Gathering in Detroit reinforces the agency’s roots in resilience, creativity and evolution, making it a meaningful setting for defining the next chapter of growth.

How does Identity approach long-term planning?

Identity operates on five-year strategic horizons. Every five years, the agency defines a clear vision for where it is going, supported by measurable annual goals that ensure progress is intentional, structured and accountable.

What role does EOS play at Identity?

Identity uses the Entrepreneurial Operating System (EOS) as a framework to translate vision into action. EOS provides clarity around priorities, accountability and execution, ensuring that long-term strategy is operationalized across the agency.

What milestones were reached at this biannual?

This biannual marked the completion of Identity’s 2020–2025 plan. Over that five-year period, the agency strengthened its authority across key industries, elevated its strategic standards and delivered increasingly sophisticated communications programs for clients.

What differentiates Identity from other agencies?

Identity differentiates itself through deep industry expertise, senior-level strategic leadership and a full-service, end-to-end approach to communications. The agency prioritizes clarity, speed and accountability while pairing creativity with insight and execution. Identity has also appeared on the prestigious Agency Elite Top 120 multiple years in a row, which is a curated list of the best PR agencies in the country according to PRNEWS.

How is Identity thinking about technology and innovation?

Identity views technology as a strategic advantage, not a trend. The agency is focused on integrating technology thoughtfully into how it plans, creates and communicates in order to deliver smarter, more effective outcomes for clients.

Why are culture and alignment so important at Identity?

At Identity, culture is treated as a strategy. Alignment across teams enables better decision-making, stronger collaboration and more impactful client work. Biannual gatherings reinforce shared values, expectations and ambition across the agency.

February 9, 2026

Charting What’s Next for Identity: 2026 and Beyond

Written By Andrea Trapani

This week, we brought our entire team together in downtown Detroit for two days dedicated to growth, clarity and vision.

While we’ve had the good fortune to bring our team to places like Chicago and Traverse City in recent years, there is something uniquely powerful about gathering in the region we call home. Detroit has always been a city defined by energy, resilience and evolution. It was the perfect backdrop as we chart the next chapter of Identity.

These moments of alignment matter. They create space to step back from day-to-day execution and look forward with intention. They give us the opportunity to ask harder questions, sharpen our thinking and ensure that as our clients and industries evolve, we evolve with purpose.

Vision, Operationalized

Since 2015, Identity has operated on five-year horizons. Every five years, we define the next bold chapter for the agency. Within that framework, we set ambitious, measurable annual goals grounded in the Entrepreneurial Operating System (EOS).

For us, vision has never been abstract. It’s structured, shared and operationalized. Every team member plays a role not only in how we serve clients, but in how we move the agency forward. Long-term clarity forces better decision-making. It creates alignment. And it strengthens connections across teams, disciplines and leadership.

In December 2025, we completed the Identity 2020 plan we set five years earlier. Together, we built exactly what we set out to create and, in doing so, we elevated.

We deepened our authority within key verticals. We raised our standards. We brought bigger and bolder ideas to life. We made intentional decisions to create consistency and continuity, even as our industry faced headwinds during periods of uncertainty. And we delivered more sophisticated strategies that do not just support industries, but help shape them.

Raising the Strategic Bar Again

As we laid out our 2026 annual goals and defined the next five-year vision, we recommitted to what has always set Identity apart.

That includes continued depth and expertise across the industries we serve. Elevated strategic leadership at every level of the agency and a more intentional integration of technology into how we think, create and communicate, not as a trend, but as a competitive advantage.

As the communications landscape continues to change, our responsibility is clear. We must redefine what’s expected of an agency partner. That means pairing creativity with rigor, insight with execution and innovation with accountability. It means meeting complexity with confidence and helping our clients do the same.

Culture as a Competitive Advantage

These biannual gatherings have become critical cultural touchpoints for us. They reinforce what we believe to be true. Culture is not a perk. It is a strategy.

We take pride in building an environment rooted in connection, big thinking and outstanding experiences for our team and for the clients who trust us. When expertise meets alignment and alignment meets ambition, the aspirational becomes inevitable. That belief sits at the core of the Identity Way.

I’m deeply grateful for a team that consistently raises the bar for our clients, for each other and for the industries we serve. I’m equally proud of a leadership group that continues to invest in clarity, growth, and long-term thinking.

The next chapter won’t just build on our momentum. It will transcend it.

And we’re just getting started.

Identity Winter Biannual: Summary & Key Takeaways

Identity brought its full team together in downtown Detroit for a two-day winter biannual focused on clarity, alignment and long-term growth.
The gathering marked the completion of Identity’s 2020–2025 strategic plan and the launch of the agency’s next five-year vision.
Identity operates on five-year planning horizons supported by annual goals rooted in the Entrepreneurial Operating System (EOS).
Leadership reaffirmed the agency’s commitment to deep industry expertise, elevated strategic leadership and intentional integration of technology.
Culture, alignment and shared vision continue to serve as core competitive advantages for the agency.