Design Direction —The NYU Steinhardt school of music holds an annual showcase to introduce their top talent to the NYC theatre scene. To attract industry influencers and to be differentiated from many similar events in the city, we needed to inject new life into the event. To solve, I played off the existing identity, electrifying the color and turning the iconic Washington Square arch (an architectural signifier of the school) on its head. Tactics included mailers, programs, request sheets, social skins and posts, and a website that featured each performer and collected RSVPs. The showcase played to standing room only.