How do you generate interest and start-up funds for a new “alternative museum” project when you have no exhibits, no track record, and no idea what the public’s interest will be? Other than using attention-getting spider photos, you infuse the projected energy, imagination, interactivity, and overall visitor experience into the initial fundraising brochure through an emotional concept. Bringing "what could be" to life inspired potential donors to back the project beyond expectation and truly giving legs to the iconic and successful Orange County MUZEO.