Malcolm Che
Head of Innovation - Identity
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Biography
Malcolm is head of innovation at Identity, where he leads the agency's work in emerging technology strategy, foresight, and applied innovation for global brands.
Over 25 award-winning years across creative strategy, broadcast, and immersive media, he has built a practice that bridges rigorous strategic thinking with practical delivery, helping organisations navigate AI, XR, and experiential design at scale.
His approach draws on systems thinking and design philosophy to address questions most organisations have not yet framed: how emerging technologies reshape value, culture, and human experience beyond immediate commercial horizons.
Malcolm is currently completing a Master's in design philosophy, where his research focuses on posthuman-centred design, examining how design methodology must evolve when the brief extends beyond human users alone.
He advises the World Metaverse Council's design working group, contributed to the EU Blockchain Observatory and Forum's report on blockchain and virtual worlds for the EU Parliament, and sits on the University of Johannesburg's AI ethics committee.
Malcolm has spoken at TEDx Lisboa and SXSW Austin on the future of design and technology.
Declaration of any potential conflicts of interest
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