Before This New Year is a coming-of-age play about two young women navigating their feelings for one another while confronting personal challenges keeping them from each other. Although the production was scheduled for 2025, it was ultimately canceled before opening.
Goal / Brief
The title treatment, color palette, and typography had already been established when I joined the project. My role was to expand those elements into a cohesive branding system that could be applied across promotional materials.
After reading the script, I developed a visual direction inspired by themes of youth, self-discovery, and emotional growth. Drawing from the look of school corkboards and collected ephemera, I created a collage-inspired aesthetic that reflected the characters' experiences and relationships.
What I'm Proud Of
I'm particularly proud of the way the campaign blended physical and digital design elements. The layered, handmade aesthetic helped bring warmth and personality to the work while supporting the story's coming-of-age themes. Although the production did not move forward, I enjoyed exploring the visual identity and would have loved the opportunity to continue developing the campaign.
Credits
Title Treatment: Unknown
Creative Director: Christopher Lueck
Agency: The Pekoe Group
