Meat Expectations is an original ASL theatre production co-produced by New York Deaf Theatre and Gallaudet University Theatre and Dance, a dark comedy about a butcher family told entirely through sign language. Working alongside a creative director, I was responsible for the full visual package: logo, cow illustration, and casting call flyer.
The concept started with the logo, a cleaver shaped into the letterforms, setting the tone before anything else. From there I illustrated the cow: a Holstein facing forward, direct eye contact, with butcher's chalk cut lines drawn across its body. The image says everything about the show without needing to explain itself. Dark, a little funny, and impossible to ignore.
The flyer had to work at multiple scales, street-posted and as an A-frame board outside the theatre. The aged paper texture, red type, and vintage layout give it the character of old theatre bills, the kind that make you stop and look twice. From logo to illustration to print, every piece was built to match the world of the show.
