Create key art for A Gentleman's Guide to Love & Murder, a new Broadway musical comedy that tells the uproarious story of Monty Navarro, an heir to a family fortune who sets out to jump the line of succession by—you guessed it—eliminating the eight pesky relatives who stand in his way (each played by Tony winner Jefferson Mays).

Branding an altogether unknown product has its own challenges. In this case, despite the fact that it's a very traditional musical set in a very traditional Victorian England, we still wanted the artwork to feel as fresh and fun as the content. We also had the hurtle of an extraordinarily long title. We chose to have a number of vignettes illustrated by Lou Beach, who could take the vintage stylings and transport them graphically and comically into the 21st century. It also allowed us to create multiple illustrations using a single image of Jefferson Mays, which supported the major conceit of the multiple character casting of Mays. Note that we decreased the size of "Love & Murder" and focused energies on "Gentleman's Guide."

A Gentleman's Guide to Love & Murder won the Tony for Best Musical in 2014 and is now embarking on a national tour. The bright orange background color has become synonymous with Gentleman's Guide in the Broadway marketplace.