The Way Out: The Gay Man's Guide To Freedom (HCI Books, 2006)

In 2006 Nutter worked with the publisher of his first book -- HCI Books -- to create a wild posting ad campaign in Manhattan.

Nutter commissioned a graphic designer and creative directed the design of the posters and the logo. Looking to avoid cliche's like "self help" or "spirituality", as well as limiting the book by promoting it as "gay", Nutter created a teaser that communicated these ideas, but coming from an unexpected direction, and avoiding words that had lost meaning.

The teaser was Nirvana is not just for straight people. It appeared on hundreds of posters throughout Manhattan, and helped put the book on the map in the media and in New York.

Branding Samples