There are two definitions for the word "principal." The first, an adjective, is about making something "important, consequential or influential." At Creative Principals, we believe in the power of creativity. And we believe creativity in storytelling, design and production helps to define great experiences.

The second definition, a noun, is about leadership. In the arts, a principal is "the leading performer." Creative Principals is not just about inspired creativity, but leadership. In other words, creativity isn't worth much if you can't see its concepts brought to reality through leading a talented team of writers, designers, producers, architects, videographers, programmers and artists.

For over 20 years, the firm's Chief Creative Officer Geoff Thatcher has been leading the design of experiences for brands, museums, visitor centers and attractions with some of the best "creative principals" in the world.