TAIT, a global leader in the live experience industry, has announced that TAIT Group companies productionglue and Thinkwell will now operate under a singular TAIT brand identity.
“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,” says 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.”
Every day, TAIT produces moments that inspire people all around the world through its work in live, brand, placemaking, and location-based experiences. Its international multidisciplinary team has brought to life Super Bowl halftime spectaculars, award-winning theme parks, World Expo pavilions, Olympic opening events, and much more.
The new brand unification reflects the company’s dedicated team of technologists and storytellers, who have combined to create a global force with impressive capabilities. With its combination of strategy, innovation, and execution, TAIT is ideally positioned to realise large-scale visions and make the impossible possible through unforgettable moments that inspire and connect.
Reflecting wide expertise & strength
“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,” says Jennifer Kurland, chief brand officer at TAIT. “Representing TAIT as one brand is a pivotal and exciting moment for us, setting us up to continue creating world renowned experiences.”
Thinkwell was acquired by TAIT in 2022, adding more creative and visionary talent to the team. Since 2001, the company has overseen the master planning, design, and production of world-class entertainment destinations and immersive visitor experiences, including The Warner Bros. Studio Tour London–The Making of Harry Potter.
The renowned London attraction, which was created in close cooperation with Warner Bros. and the original movie crew, displays the wonder and craftsmanship of filmmaking. Following the London attraction’s success—which has had three expansions since 2012—Thinkwell oversaw the creation of a second tour, which made its debut in Tokyo in 2023.
“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,” says Joe Zenas, executive vice president of global development and strategic partnerships and former CEO of Thinkwell.
After being acquired by TAIT in 2016, productionglue—an award-winning experiential agency formed in 2006—became a crucial component of the firm’s production capability, turning brand narratives into never-before-seen activations. Its inventiveness is demonstrated by collaborations with some of the biggest brands, including Nike, Frieze, Live Nation, and Bloomberg. It was also recently announced as the 2025 producing partner for SXSW London.
“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,” says Tom Bussey, executive vice president of global producing and partner strategy and former CEO and founder of productionglue.
Earlier this month, TAIT also announced that the Private Equity business at Goldman Sachs Alternatives will acquire a majority stake in the company from affiliates of Providence Equity Partners.
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