Broadway Licensing Group provided performance rights and production materials to theaters of all sizes, from schools and community organizations to professional productions. In 2025, The Pekoe Group partnered with the organization to help rebuild and expand visual assets for a large number of titles in their catalog.
Goal / Brief
Many of the shows in Broadway Licensing Group's catalog were missing original design files or required updated assets. My role involved creating and rebuilding title treatments, key art, and supporting graphics for more than 50 productions. In some cases, assets needed to be recreated from scratch; in others, existing materials were simplified and adapted for new uses.
Challenges
The scale of the project required balancing speed and creativity. With dozens of shows to complete, I had to quickly develop strong concepts and move them into production without the luxury of extensive rounds of exploration. Learning when to trust my instincts and commit to a direction was an important part of the process.
What I'm Proud Of
Despite the fast-paced nature of the project, I was able to create a wide variety of strong visual solutions. Because many shows lacked usable photography, I often relied on illustration and typography to develop unique identities, which allowed me to explore more conceptual and creative approaches.
Credits
Creative Director: Christopher Lueck
Agency: The Pekoe Group
