This book was the capstone of a rebranding and culture change effort for the largest privately held outdoor company in the U.S. Entitled, “We Must Become the Change We Want to See: A Handbook for the Reinvention of Outdoor Advertising,” the book itself was bound in reclaimed billboard vinyl. This was purposeful (and a bit cunning) because the cut edges of the vinyl frayed with use, you could immediately tell who regularly consulted their book and who did not.