Creative leadership for brand experiences, theme parks, museums and more...

What we do


The results are in and The Light the World Mobile Giving Machine ended up sending 13,000 donations to nine charities in five cities throughout the Southeastern United States. Creative Principals worked with Boncom to promote these reverse vending machines as they traveled from St. Augustine to Birmingham, Atlanta, Charlotte and then Charleston during the 2022 Christmas season.


Congratulations to FM Global on the grand opening of the FM Global Centre in Singapore.  Insurance Business calls it an "experiential risk management facility" that "houses multiple interactive simulation labs, learning spaces and a theatre." The company's CEO said it's a place where clients can get a "first-hand experience in the science of risk management." A video tour is available on YouTube.


Creative Principals is partnering with JRA on the visitor experience inside JEA’s new H2.O Purification Center in Jacksonville. The overall project team is led by Haskell with architect Yves Rathle and engineering partners Black & Veatch. Our scope includes creative direction, design and writing. The project is scheduled to open in 2025.

Our Passion Projects

About us

A Creative Family

Creative Principals is led by a creative family with a love for experiences. From theme parks and museums to brand experiences and visitor centers, we work hard to imagine and create the next great experience for clients around the world!

Geoff Thatcher

Geoff is the Founder & Chief Creative Officer at Creative Principals. As an experienced creative director, he excels at leading projects from concept to reality. These projects are most often about creating world-class experiences in corporate visitor centers, museums, theme parks and live events. He is also the author of The CEO's Time Machine.

Zoe Thatcher

Zoe is a talented designer and illustrator. Before joining Creative Principals in 2019, Zoe worked designing children's ballet and tap dance costumes in St. Louis. She has distinguished herself as a rising talent in the industry, speaking at events such as IAAPA and the Themed Entertainment Association's SATE Conference. Zoe has worked on projects around the world, including the Al Ain Zoo, FM Global Research Campus and AMG Experience Centers. She is also the illustrator of The CEO’s Time Machine.

Joel Thatcher

With both a BFA in Writing and a Masters in Design Management from the Savannah College of Art & Design, Joel delivers research, writing and creative direction for our projects. His work can already be seen at the Ozark Mill and he's currently working on  the Indianapolis Motor Speedway Museum. Joel also uses his video editing skills to help Creative Principals tell its stories around the world. This includes the YouTube show Park Pals that he hosts with his sister Mia.

Mia Thatcher

Mia Thatcher is a senior in Sequential Art at the Savannah College of Art & Design and interns in the summers at Creative Principals where she has worked on storyboards and illustrations for several projects, including the AMG Experience Centre. She also is an extreme “coaster nerd” with extensive knowledge on roller coasters that she happily shares with anyone willing to watch and listen on the YouTube Show Park Pals she co-hosts with her brother Joel.

Tanya Thatcher

A veteran of the United States Air Force, an elite runner, a nurse, teacher and natural leader. For us, Tanya is the heart of the company. As we are in the business of creating experiences, Tanya is also the only one on the team that can give us the perspective of a mother. That's why you'll see her most often on our site visits and charrettes. Considering that mothers make most of the choices about what their family’s experiences, this perspective is invaluable.

The Extended Family