celebrate cool places

Identity Named Cool Place to Work 2021

By: Andrea Trapani

What do you get when you combine a team of gamelovers with amazing benefits, a portfolio of great work and now, the official designation of Cool Places to Work? 


Since our founding in 1998, we’ve always been exceptionally proud of our culture—emphasizing a focus on next-level performance as an agency built for talented professionals with a shared drive to achieve more—all while creating best-of-life opportunities. 

Like so many in 2020, we were at an inflection point. The unique nature of our collective challenges led us to take stock of what was truly important to our agency. We examined our core values, our vision and the “sauce” that has kept so many of our team members here for 5, 10, or even close to 20 years.

As we analyzed our approach and culture, we made the commitment to pursue a spot on the Crain’s Detroit Business Cool Places to Work list, which not only names the best workplaces in Michigan, but directly solicits anonymous employee feedback through a third-party survey. 

This isn’t a move for the weak of heart. For us, the time was right to dig deep and learn more. And we’re so glad we did, as the results have never been clearer. 

Our team shared raw and honest feedback about why they love Identity, why they believe in our bold mission to deliver great work and why our approach and client experience is second to none.

Talk about #gamelovers.

In a period packed with unknowns, considerations for our team became even more intentional. The data confirms we made positive choices, both with consideration to our pandemic response and our overall transparent approach to our agency model—mentoring and coaching, as well as decisions that impact our people daily:

  • 100 percent of our team agrees we responded to the COVID-19 outbreak swiftly, with the appropriate support and resources to perform work in the past year
  • 100 percent of our team understands the long-term strategy and vision for the agency
  • 100 percent of our team knows the importance of their role to our success
  • 100 percent of our team says that not only are they treated with respect, but that we are fully bought in on developing them to their fullest potential
  • 96 percent of our team would recommend Identity to a friend

There’s so much for us to celebrate from the past 18 months. As a thriving, growing agency with incredible people, our future has truly never been brighter.

We’re confident the best is still yet to come.

We’ll share more ‘behind-the-scenes’ insights into what we think solidifies us as one of the top 100 cool workplaces in Michigan soon, but for now, we’re popping our champagne and toasting to this exciting honor. 

It is 100 percent due to our team and their commitment to Identity each and every day.

Thank you for being on our journey. 

Thank you for your partnership and support. 

And cheers to you.