The client wanted to solicit the involvement of emerging artists and designers in a new hybrid format of exhibition and retail presentation of their work and of Levi’s Vintage Clothing . The solution was to create images and text that were simple and straightforward and had a sense of humor. The result was a booklet with poster-like pages that is memorable yet doesn’t require a lot of close attention. The title of the show was carried through for the neighborhood map guide, street posters, advertising and PR campaign that followed.