First Ladies and The Big White Lie

OVERVIEW

First Ladies and the Big White Lie is a politically charged historical play that explores the ghosts of former first ladies reckoning with America’s foundational myths during the Trump administration. Written by Janine Sternlieb and co-written by Lennie Dean (my mother), this piece fuses historical fiction with sharp political critique. I joined the project in early 2023 to develop a cohesive brand identity and marketing system that could amplify the play’s voice, reach new audiences, and build traction for sales, performance opportunities, and social engagement.

DISCOVERY & VISIONING

Janine, a Democratic fundraiser and political commentator, conceived the play out of her deep disillusionment during the Trump years, paired with an awakening to the hidden truths of U.S. history—especially around Thomas Jefferson and Sally Hemings. My mother, a dramaturg and theater artist, brought me into the project after recognizing its branding and storytelling potential. I conducted intake interviews with Janine to understand the themes, emotional tone, and outreach goals for the work.

CREATIVE DIRECTION & VISUAL IDENTITY

Inspired by the concept of spectral first ladies witnessing modern political collapse from the afterlife, I designed a haunting visual palette using duotone photography—muted gray-blues and stark blacks—to give the branding an otherworldly, ghostly weight. Each character image was paired with bold talk bubbles and labeled with their historical names to spark recognition and curiosity. This not only humanized these historical figures but transformed them into meme-like avatars for political and educational commentary.

EDUCATIONAL STRATEGY & SOCIAL MEDIA DESIGN

From the start, the marketing approach fused education with quippy, irreverent delivery. Many Americans are unfamiliar with early first ladies and their real-life stories, so I built layered content: one part historical insight, one part theatrical intrigue. Each social post doubled as a micro-history lesson wrapped in satire. Over time, this became the backbone of a long-form campaign supporting staged readings, grant applications, and digital outreach.

WEBSITE & CONTENT STRUCTURE

I designed and structured the play’s website to mirror the balance of levity and gravitas found in the script. Each page presents core themes, playwright bios, and character overviews while highlighting the contemporary relevance of the narrative. The site is built for shareability, educator access, and producer interest—supporting both visibility and pitch-readiness.

OUTCOMES

This branding system gave First Ladies and the Big White Lie a visual and strategic foundation to grow. The project now has a cohesive identity, ongoing social momentum, and an easily recognizable aesthetic that evokes both its historical weight and contemporary urgency. With continued performances and the development of an educational toolkit, the play has become a living conversation between America’s past and its possible future.

ONGOING ENGAGMENT

This has been a seasonal, evolving collaboration over the past three years, aligning with theatrical reading and production schedules in early spring and fall. As the political landscape continues to shift, so does the play’s resonance and marketing approach. Larger public-facing campaigns are currently in development to further amplify the reach and cultural impact of First Ladies and the Big White Lie.

RIPPLE EFFECT

The visibility and distinct branding of First Ladies and the Big White Lie has led to a growing number of referrals and inquiries, expanding my network and deepening my engagement with politically and culturally relevant storytelling projects.