How do you get a busy business school graduate interested in an underattended alumni weekend? Appeal to the armchair traveler. For the GSB reunion piece, we converted a brochure into a map and timetable, borrowing form and content from airline flight maps and in-flight magazines. (Research meant hours on the phone with airline companies, gathering information about menus and mileage: “So, you feel that your meat and potatoes dish is particularly representative of Russia?”) In this project we functioned as author, designer, and illustrator, collaborating closely with our client, who allowed us exceptional freedom.