Concept: “Lost, tired, and starved... you are greeted by a pitiful small man who offers a tour of the wonders within while trying to hide blood stains on the floor.” 
Content: A pitifully persistent guided tour-crawl
Writing: A thoroughly unexpected escort quest with positively soul-wrenching implications.
Art/design: A gritty map and thoroughly splattered reference text in a dramatic and high-contrast pamphlet layout.
Usability: Stylish text that is legible in print or at full resolution.