Denver-based Cactus designed these posters to reach a younger strata of new play-goers for the theater company’s 2009 ten-drama series. Unlike in past years, when each play in the series received its own, one-off design treatment, all posters in the new campaign adhere to an overall identifying format: a spare palette of flat, solid colors; stark, symbolic illustration; all-cap, sans serif typography; and mixed horizontal and vertical baselines. With a modern and thought-provoking approach, the fronts are all words, with a question as the primary element meant to tease the viewer into imagining the essence of the plot—even before learning the name of the play. On the poster backs, the title and a symbolic visual distillation are prominent. The two-sided format gives the posters a temporal dimension unusual for print; posted in theater, restaurant and storefront windows, with the word/question side facing out and the picture/title side facing in, the effect is that it could be many minutes between when a viewer first sees a verbal question about the play and when that thought connects with the play’s title.