Nashville, TN
November 2021

We kicked-off our work with Animax with a two-day charrette in June 2020 with executives and key employees exploring two key questions. First, how would its brand change after its purchase in 2019 by Cityneon? And second, what should the brand be for its latest creation, a ground breaking animatronic solution? These charrettes were part of a larger scope to develop a new brand for the company and a new brand strategy for its latest creation—which we called ATOM. In addition to the charrete, the scope included market research, brand story, new brand mark (logos), color palette, etc. Because of the pandemic, the work was finally unveiled in Orlando at IAAPA’s 2021 trade show.

Abu Dhabi, UAE
2017 to 2022

Since its launch in 2017, Creative Principals has worked on 12 projects with Miral, the company playing a key role in the rapid evolution of the leisure and entertainment sector on Yas Island and throughout Abu Dhabi. While we cannot share details of the projects we've worked on, we can say that every single one kicked-off with an immersive and engaging charrette. These charrettes can be done in-person or via Zoom. Either way, they focus on four key things. First, finding the story. Second, exploring ways to translate that story into experiences. Third, brainstorming how to visualize these experiences. And fourth, quick bubble planning to study how these experiences relate to each other within a real space.