Creative Principals
Creative Principals is a boutique experience design studio founded in 2017 by Geoff Thatcher, providing creative direction and concept development for brand experiences, theme parks, museums, and visitor centers. The firm serves enterprise clients globally using a proprietary Experience Model framework and a core team of five Thatcher family members.
- Company typePrivate
- Founded2017
- HeadquartersSavannah, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
Creative Principals firmographics
Firmographics- Name
- Creative Principals
- Legal name
- Creative Principals, LLC
- Website
- https://creativeprincipals.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Creative Principals is a boutique experience design studio founded in 2017 by Geoff Thatcher, providing creative direction and concept development for brand experiences, theme parks, museums, and visitor centers. The firm serves enterprise clients globally using a proprietary Experience Model framework and a core team of five Thatcher family members.
- Ownership category
- akta.pro rank
Creative Principals industry classification
Industry- Product category
- Experience Design Services
- NAICS
- Graphic Design Services (541430), Management, Scientific, and Technical Consulting Services (5416)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Creative Boutique Agencies (MPAAAAAB)
Keywords
Where Creative Principals is headquartered
LocationHeadquarters
- HQ city
- Savannah
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Creative Principals business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Creative Direction & Consulting Services: Project-based creative direction and consulting for brand experiences, theme parks, museums, and visitor centers. Revenue is earned through project fees for concept development, creative direction, design, and production oversight.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Creative Principals product offering
Product offeringCore offering
Creative Principals provides creative direction and consulting services for brand experiences, theme parks, museums, and visitor centers. Their core offerings include project-based creative leadership from concept to reality, proprietary methodologies such as the Experience Model framework and Creative Speed approach, kickoff charrettes (collaborative workshops), speaking and industry mentoring, plus the Ask.Buzz web tool and authored publications.
Product overview
Creative Principals is an experience design firm offering creative leadership services for brand experiences, theme parks, museums, and visitor centers. Their core offerings include the proprietary Experience Model methodology (a 5-step framework: Attract, Trust, Inform, Internalize, Act), Ask.Buzz web tool for attraction designers, charrette workshops, creative direction services, industry mentoring, and speaking engagements. They have also published The CEO's Time Machine book. The company was founded in 2017 and is led by Founder & Chief Creative Officer Geoff Thatcher along with team members Zoe Thatcher (Designer & Illustrator), Joel Thatcher (Creative Director), Mia Thatcher (Designer & Illustrator), and Tanya Thatcher (Operations).
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Experience Design
Quantifiable outcome
- 22% attendance increase, 28% length-of-stay increase, 13% customer score increase for College Football Hall of Fame GAME ON! AI Experience
- +1 more outcomes
Companies that use Creative Principals
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles5 records
Creative Principals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Creative Principals partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and minor.
- ImaginecoreProduction partner for Delta Flight Museum renovation and grand reopening.
- UnrivaledcoreLong-term creative partner working with Creative Principals on multiple projects including the Humanitarian Center and J. Kruse Education Center.
- MuseumEXPminorPartner recruited by Creative Principals to assist with Coastal Heritage Society's Savannah STEAM experience project.
- Boss DisplayminorDisplay and exhibit partner recruited for Coastal Heritage Society project.
- The Producers GroupcorePartnership for College Football Hall of Fame GAME ON! AI Experience project.
- HyperCinemacoreAI/cinema experience partner for College Football Hall of Fame project.
- 3Stage DesigncoreDesign partner for College Football Hall of Fame and other projects.
- Forward Thinking DesignscoreTechnology partner for College Football Hall of Fame GAME ON! project.
- Project WorkshopminorWorkshop facilitation partner for College Football Hall of Fame project.
- LDPcoreArchitecture/engineering partner for Al Ain Zoo vision project.
- DeloittecoreConsulting partner for Al Ain Zoo project alongside SeaWorld.
- SeaWorldcoreZoo and entertainment expertise partner for Al Ain Zoo vision.
- JRAcoreExperience design firm partner for Ozark Mill at Finley Farms project, working alongside Cortina Productions.
- Cortina ProductionscoreMedia production partner for Ozark Mill experience project.
- RWScorePartner for Indianapolis Motor Speedway Museum renovation project.
- Shiel SextoncoreConstruction partner for Indianapolis Motor Speedway Museum project.
- DOPMOcoreClient partner for Quest Themed Experience Centre branding in Doha.
- Granaroli Design and EntertainmentcoreDesign and entertainment partner for Quest Themed Experience Centre.
- HaskellcoreLead contractor and architect partner for JEA H2.O Purification Center project. Haskell leads the overall project team with Creative Principals providing creative development and design.
- Black & VeatchcoreEngineering partner for JEA H2.O Purification Center, providing technical expertise alongside Creative Principals' creative direction.
- Thinkwell GroupcoreExecutive producer who called Creative Principals to produce the Summit on the Future of Entertainment in Saudi Arabia in two months.
- Peak XVcoreProduction partner for Summit on the Future of Entertainment in Saudi Arabia.
- DKCminorPublic relations partner for Summit on the Future of Entertainment in Saudi Arabia.
- Exhibit ConceptsminorExhibit fabrication partner for FM Global projects.
- Elevation3Dminor3D design partner for FM Global brand experience projects.
- HQ Worldwide ShowscoreDubai-based partner for Warner Bros. World Abu Dhabi grand opening, part of Balich Wonder Studio.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Creative Principals competitors and assessment
Company assessmentDirect peers
- Cortina Productions: Media production firm specializing in immersive media for museums and visitor centers. Directly comparable to Creative Principals' media production and museum storytelling services; named as a strategic partner on the Ozark Mill project.
- FORREC: Theme park, waterpark, and entertainment design firm with global projects for major operators. Comparable to Creative Principals' theme park and entertainment experience work, addressing overlapping clients in attractions and entertainment destinations.
- Thinkwell Group: Global experience design and strategy firm specializing in themed entertainment, museums, and brand attractions. Directly comparable to Creative Principals' theme park and entertainment work; explicitly named as a strategic partner for the 2018 Saudi Arabia entertainment summit.
- PGAV Destinations: Master planning and experience design firm specializing in zoos, aquariums, museums, and themed destinations. Comparable to Creative Principals' zoo/museum experience work (e.g., Al Ain Zoo), with overlapping buyer profiles in attractions and cultural institutions.
- Storyland Studios: Experience design firm building immersive brand experiences, museums, and location-based entertainment. Closely comparable to Creative Principals across both museum and brand-experience engagements, with similar boutique scale and methodology-led positioning.
- The Producers Group: Experience design and production firm serving theme parks, museums, and entertainment clients. Directly comparable to Creative Principals' full-stack museum and attraction work; named as a partner on the College Football Hall of Fame GAME ON! project.
- Jack Rouse Associates (JRA): Experience design firm focused on museums, visitor centers, and cultural attractions worldwide. Directly comparable to Creative Principals' museum experience work and named as a core implementation partner on the Ozark Mill project.
Broad incumbents
- RWS Global: Large-scale entertainment and experience services firm spanning production, talent, and live events. Comparable to Creative Principals at the execution layer; named as a core implementation partner on the Indianapolis Motor Speedway Museum project.
- BRC Imagination Arts: Veteran experience design firm that designs museums, brand experiences, theme parks, and visitor attractions for major global clients. Directly comparable to Creative Principals' museum and brand-experience work, but operates at considerably larger scale with full in-house creative-to-execution capability.
Emerging players
- Ideum: Design and technology firm building interactive exhibits and digital experiences for museums and cultural institutions. Comparable to Creative Principals' museum and visitor experience work, with partial overlap in experience delivery and exhibit fabrication partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Creative Principals social profiles
Digital presenceCreative Principals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Principals leadership team
Management profileNumber of profiles
Profiles5 records
Creative Principals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Principals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Principals
What does Creative Principals do?
Creative Principals provides creative direction and consulting services for brand experiences, theme parks, museums, and visitor centers. Their core offerings include project-based creative leadership from concept to reality, proprietary methodologies such as the Experience Model framework and Creative Speed approach, kickoff charrettes (collaborative workshops), speaking and industry mentoring, plus the Ask.Buzz web tool and authored publications.
Is Creative Principals a public or private company?
Creative Principals is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Creative Principals founded?
Creative Principals was founded in 2017. It employs 1 to 10 people.
Where is Creative Principals based?
Creative Principals is headquartered in Savannah, United States, in the North America region.
How does Creative Principals make money?
One revenue line is on record: creative Direction & Consulting Services.
Who are Creative Principals's main competitors?
Direct peers on record are Cortina Productions, FORREC, Thinkwell Group, PGAV Destinations, Storyland Studios, The Producers Group and Jack Rouse Associates (JRA). Broad incumbents are RWS Global and BRC Imagination Arts. Ideum is listed as an emerging player.
Does Creative Principals have an API?
No public API is recorded for Creative Principals.
What industry is Creative Principals in?
Creative Principals's product category is Experience Design Services. Its primary akta.pro industry code is MPAAAAAB, Creative Boutique Agencies. Its NAICS code is 541430 and its SIC code is 7311.