Jagged Little Pill
Art Director & Designer
Entertainment / Theater
Brand identity development for Jagged Little Pill, a Broadway musical inspired by Alanis Morissette’s album. The work explores a raw, expressive visual language to reflect the emotional intensity and themes of the production, capturing tension and energy inherent in both source material and theatrical experience.
Developed visual directions and identity explorations that informed the overall look and feel. Contributed to the design system and campaign assets, shaping how the brand expressed energy, contrast, and tone across OOH, digital, social, print, and Times Square large-format placements reaching millions per season.
The production carries a strong emotional and cultural legacy that needed to translate visually. The identity helped position the show as contemporary, relevant, and emotionally immediate—distinguishing it from traditional Broadway aesthetics while honoring the album’s lasting impact on generations of fans.
Emotion, without polish. A visual language that embraces tension, contrast, and imperfection to mirror the themes of the story. Raw over refined, emotion as structure, contrast creates impact, expressive not decorative—graphic language built on bold color, layered compositions, and jagged cutout forms.
Raw over refined
Emotion as structure
Contrast creates impact
Expressive, not decorative
A graphic language built on bold color, layered compositions, and jagged cutout forms. Typography and imagery work together to create a sense of movement, intensity, and disruption. Applied across brand identity exploration, visual language, campaign and marketing assets, and digital/communication applications.
Brand identity exploration and development
Visual language and graphic system
Campaign and marketing assets
Digital and communication applications
