Love Lettering for 34 West

Above: video of the sketch process. Scroll down for the finished design.

If you could only pick one, what creative act would you do the rest of your life?

My answer: Lettering.

Here’s how custom lettering became a years-long collaboration with Stephen Wayne and Jeff Querin, founders of 34 West Theater…

Custom: the logical choice

The problem: All the 34 West show titles looked similar. Points for consistency? Sure. But 34 West writes their own shows, each handcrafted with a special set, tone, music and personality. To promote each truly unique show in the same visual language is to deny patrons a glimpse of the magic poured into each performance.

So I asked, What if we created custom lettering for each show title, giving each its own voice? Stephen and Jeff said Yes. In 2018, we created the first custom titles. Below are a few samples:

Logic drives design, but the magic word for the 34 West work is Collaboration. Our process includes photographer Nick Fancher and, of course, the wildly animated crew of actors at 34 West. We meet in Charleston for photoshoots, and eat embarrassing amounts of Stephen’s home made pimento cheese dip. We discuss concepts, tone, relevant eras, color, and mood for each show. The energy flows and the photos capture it.

Flexible layouts are now standard as 34 West pushes to different channels. Portrait and landscape versions are created, swapping photos and colors to create interest.

Everything starts with rough sketches.

Custom lettering explorations for the production of Moonshine.

Moonshine’s final lettering is a nod to the coiled copper tubing found on moonshine stills. Custom illustrations give hints to the story.

Sold out shows and a great reputation have helped 34 West grow. The expansion gave us an opportunity to refine the theater’s brand, and create a system of signatures. Below are the results, placed into ads.

Since 2018, this work has been built on trust. And love, as we all bring our best to the collaboration. If you’re in Charleston, enjoy a show at 34 West. It’s uncommonly awesome and fiercely fun. And trust me: get the pimento cheese dip.