We identified a "sensory deficit" in the client's previous collateral. While the festival itself was defined by movement, sound, and interaction, the print materials were static and utilitarian. The challenge was to create a piece of communication that was not just a schedule of events but a manifestation of the festival's ethos. The client required a "totem" that would differentiate Elemental from the saturated market of arts events and compel the public to engage with the city in a new way.

We treated the brochure as a physical interface for digital content. By scanning select pages, users unlocked 3D animations, video content, and soundscapes that hovered over the paper, literally adding a new dimension to the graphic design. Visually, we moved away from the "catalogue" aesthetic. We constructed a distinct vision for every page, treating each spread as a standalone poster art piece rather than a container for text. The tactile quality of the textured paper stock grounded the digital whimsy in physical craft.

We adopted a "Poster-First" philosophy. rather than flowing text into templates, we directed the art and design for each event individually, ensuring that every page held its own weight as a piece of graphic design. This rigorous attention to detail meant that the brochure functioned as a portable gallery. The integration of AR was not a gimmick but a strategic layer, carefully choreographed to reveal the "hidden magic" of the festival, mirroring the attendee's journey of discovering hidden art in the city streets.