As an off-Broadway theatre noted for its gritty, avant-garde plays and musicals, New York Theatre Workshop needed an image that reflected its gutsy essence. Branded posters were created and distributed throughout New York City warning theatre enthusiasts of the daringly raw and oh-so real dramatic approach. In addition, posters promoting specific productions were created to also reflect the East Village edginess experienced at NYTW. When needed, both kinds of communications could be posted side-by-side—each reinforcing the gripping message of this unique brand. It's theatre as real as New York.