When I got my copy of Real Business magazine there was a cleverly designed piece of collateral that caught my eye promoting London Innovation. Based on the theme of gaining a competitive edge, the design motif boasted the top half of ‘Competitive edge’ on the edge of the paper, causing you to open it up to see the rest of the writing. Inside there is copy in a landscape presented fold out booklet. The bottom flap folded into the booklet was labeled ‘The bottom line’. The leaflet itself was a one colour print run in maroon and the money has gone into the staples and folds.