Challenge: How do you take a predictably boring FAQ sheet and turn it into a powerful selling tool? Approach: With a “Designer eye for the straight guy” approach, we came up with eye catching graphics and colourful layouts to support our easy-to-understand text. Outcome: We succeeded in making an FAQ sheet totally compelling. Canon Australia’s customers reported that they actually read the brochure cover-to-cover. The art of persuasion never ends.