Two Strangers (Carry a Cake Across New York) is a musical about a bright-eyed Londoner visiting New York City for the first time and the local New Yorker tasked with showing him around.
Goal / Brief
With the announcement date approaching, the team was given one month to develop a new direction for the show's key art. Throughout the process, the creative brief evolved significantly, leading to multiple rounds of concept exploration before a final direction was chosen.
My role involved developing and versioning concepts that ultimately led to the selected key art, featuring the New York City skyline alongside the show's two lead characters.
Challenges
The project required exploring a wide range of visual directions, from illustration-based concepts to photography-driven solutions. Without a new photoshoot, we had to rely on existing imagery and creative compositing to bring the concepts to life. It was challenging to balance the wants of the client and the quicl turnaround time as the concepts varied greatly.
Once the key art was approved, the remainder of the branding assets were created by another team of designers. I would have loved to have had a more collaborative effort to build the assets out. Occasionally my ideas of using the royal blue and gold eventually stuck.
What I'm Proud Of
I'm proud that the original key art and title treatment was my work. It was rewarding to contribute to the visual foundation of the campaign and see elements of the creative direction continue to influence the show's branding.
Credits
Creative Director: Christopher Lueck
Additional Designers: Reggie Gordon, Kelly Ganning
Agency: The Pekoe Group
All work shown is my own.
Photography: Andreas P. Verrios
Some More Concepts
