Hot off the press – literally, as the sheets are still warm! – BONE Structure’s latest communication piece is quite innovative.

This standard-sized brochure unfolds multiple times, ultimately becoming a large 24’’ x 36’’ poster. Physically interacting with the piece makes it a more engaging read, and the progressive unfolding plays on the reader’s curiosity.

Black and white images with a silky finish are complemented with bold, bright red headlines. It was possible to print this original design at more than reasonable costs, considering the very large volume (over 20,000 copies). The overall document follows the graphic platform previously designed to build on the existing brand image.

Titled Incomparable – following the company’s most recent advertising campaign – the document details architectural features that are much harder to construct using conventional building methods, when compared to BONE Structure’s lightweight steel system.

Once completely unfolded, the document becomes a dramatic poster showing the naked steel structure.

• Design: Judith Mathieu
• Copywriting: Jean-François Major
• Photography: Frank Desgagnés
• Rebranding strategy: Jean-François Major