LITITZ, PA — TAIT has announced that its subsidiaries, productionglue and Thinkwell, will now operate under a single TAIT brand identity. This change aims to streamline their creative and producing capabilities.
“TAIT has always pushed the boundaries of storytelling. With the creative and producing capabilities of Thinkwell and productionglue, we are offering an unmatched depth and breadth of skill to our partners,” said Adam Davis, Chief Executive Officer of TAIT. “We bring a legacy of innovation and a desire to solve impossible problems. Solidifying this singular brand represents a fusion of creativity and technology, which provides unparalleled possibilities for our partners.”
TAIT specializes in creating memorable moments across various experiences, including live events, brand activations, and theme parks. Their work includes Super Bowl halftime shows, World Expo pavilions, and Olympic opening ceremonies. The unification signifies a major step in integrating their teams of storytellers and technologists, enhancing their ability to execute complex projects.
“Our new brand identity is a reflection of the deep expertise and strength of our unified TAIT organization, consisting of the most exceptionally skilled professionals in the business,” said Jennifer Kurland, Chief Brand Officer of TAIT. “Representing TAIT as one brand is a pivotal and exciting moment for us, setting us up to continue creating world-renowned experiences.”
Thinkwell, acquired by TAIT in 2022, has been a leader in entertainment destination design and production. They are known for their work on The Warner Bros. Studio Tour London – The Making of Harry Potter. This attraction, developed in collaboration with Warner Bros., highlights the magic behind film production and has expanded multiple times since its inception. A new tour in Tokyo opened in 2023 under Thinkwell’s guidance.
“As one brand under TAIT, our new design and delivery structure means that partners can come to us with any challenge anywhere in the life cycle of an end-to-end project, and we can advise, strategize, solve, and execute,” said Joe Zenas, Executive Vice President of global development and strategic partnerships and former CEO of Thinkwell.
productionglue, acquired in 2016, has been pivotal in transforming brand stories into unique activations. Their notable projects include collaborations with Nike, Frieze, Live Nation, and Bloomberg. They have also been named SXSW London’s 2025 producing partner.
“We have laid the foundation for the future of global producing at TAIT. Today’s announcement is more than just branding; it’s about the growth in the offering to our clients. The capabilities we now have are unprecedented,” said Tom Bussey, Executive Vice President of global producing and partner strategy and former CEO and founder of productionglue.
The consolidation of these brands under the TAIT identity marks a new era of innovation and collaboration, setting the stage for future successes.
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