While for some, Identica is sort of perpetuated as ‘the empire of Michael Peters’, which created the famous Russian Standard Vodka, the company nowadays has evolved to become a dynamic and diverse growing structure with rich multidisciplinary offer and refined positioning as guru of brand icons. Richard Morris, Managing Director of Identica, tells about what the agency is strategically up to, explains what is a brand icon and how his team manages to ‘create, evolve and restore’ them and why they closed down the Moscow office 3 years ago.