Using Content in Big New Ways

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Posted by Gwen Gray

What do you do when a few empty storefronts are marring the otherwise lovely convention center area of your city? Look to the pages of your official visitor guide, of course.

The San Francisco Convention & Visitors Bureau recently came to us with just this request, and we were more than happy to help spiff up a set of windows near Moscone Center.

With the pages of the San Francisco Book as inspiration, Weaver’s design and content teams adapted the publication’s “10 Things to Do for $12 or Less” article into a life-sized guidebook to the delight of passersby. It is one of the most creative — and unexpected — ways to use content: a visually arresting outdoor advertisement that is useful and compelling for travelers at the same time.

Check out the before and after photos: