Jeff Carpenter

This Broadway-bound musical from the director of The Book of Mormon was intended to complete a developmental production at The 5th Avenue Theatre in Seattle. I was the Graphic Designer assigned to work with The 5th's leadership and the New York producers to create a cohesive look for the show. Based on initial conversations The 5th conducted a photoshoot (photos by Mark Kitaoka - with me portraying Shakespeare...) and I created the composite art and title treatment above. After more discussion, we went in a different direction and I created a playful illustrated logo and a tudor-style playbill for it to live in. The design was enthusiastically accepted, and went to print. Later the show wound up going straight to Broadway without ever having a Seattle production, and our campaign was scrapped. However, the art for the Broadway production, produced by SpotCo, still featured the squashed tomato, which was a hold-over from our imagery - which is something I note as a huge success.