JWT (formerly the Jewish Women’s Theater) & The Braid are leading LA institutions at the intersection of Jewish and feminist art. Their original plays, short stories, and art exhibitions dramatize the 21st Century Jewish experience. Our mission, as the exclusive branding and graphic arts consultants for both organizations, was to help them break through to a broader, culturally diverse audience for whom the concept of a Jewish theater might seem staid and narrowly ethnic. We achieved this through playful and unexpected typography coupled with vibrant, contemporary imagery.