Revised Brochure :: Here's the Skinny
The Concept: You've intercepted hastily scribbled notes, articles ripped from newspapers, government documents that have been blacked out for security, a few old photos, all trying to explain where the Tunnels of Moose Jaw are and what they’re about.
In a sense, the actual tours are a follow up to the story you’re already a part of in the brochure. Instead of just having a logo, a few happy family shots, a map and some hours, the brochure takes advantage of the fact that our target consumer loves trivia, treasure maps, mysteries to solve, and being immersed more than just watching, so it brings him right into the experience.
So all just a bit busy and confusing? Yes. And that was the point.