DESCRIPTION There Was An Old Lady Who Swallowed A Fly Book CLIENT Chronicle Books DATE September 2009 DESIGN CREDITS Design and illustration: Jeremy Holmes Art Direction: Kristine Brogno PRINT CREDITS Printed in China, by Chronicle TYPE CREDITS Bones and Mrs Eaves

QUANTITY PRODUCED 15,000 DIMENSIONS: WIDTH × HEIGHT × DEPTH 5 in × 13 in PAGE COUNT 18 pages PRINT METHOD Offset PAPER STOCK Book: coated stock Jacket: uncoated stock NUMBER OF COLORS CMYK VARNISHES Spot Gloss UV varnish BINDING Perfect binding OTHER Gatefold, die-cuts, acetate inserts, pop-up mechanism and fillers

Let me start by admitting I am not sure I want to show this book to my daughter. I don’t feel prepared to see her sticky un-tender little hands tugging and pulling at the pages as she discovers the amazing illustrations that await. I know this is a children’s book, but I think this one is for the child in me. Now, there is a lot going on with this book, but we should really start at the beginning of the story: how the book came to be.

The book was originally a grad school project that was pitched around for 3 years untill Chronicle Books picked it up. All of the other publishers were interested in the project, but didn’t feel they could get the production costs down enough to make building the book profitable. In January 2008, Chronicle Books picked up the book, and some design and structure tweaks ensued to make it more cost effective and more marketable. Twelve months later the files were finalized and sent off for production — I received my first paper dummy in March of 2009. After some revisions it was approved and off the Lady went to print before landing on bookshelves this past September.

Jeremy Holms has been designing for a decade and a half, yet he faced new challenges due to the specific nature of book publishing. Learning the detailed lingo and proper procedures meant a few bruises were earned along the way, but he felt supported by the Chronicle team who was there to offer knowledge and guidance as needed. And given the amount of production details that include:

• Glasses:Die-cut holes on cardboard with clear acetate inserts that cover the pair of eyes that open and close based on a pop-up mechanism on the final spread of the story.
• Jacket: Besides being a slip cover, there is blind embossing for her arms and pockets, as well as a lighter embossed texture to create a fabric feel. A sticker was also added to the jacket.
• Gatefold: Two small die-cut holes reveal a pair of eyes that peer at you as you unfold the gatefold and realize the immense size of the cow that was just swallowed.
• Spot UV: The cover and back cover of the book have enhanced details by using a spot UV varnish in items like her lips, necklace, shoes, and patterns.

I am as afraid of sharing this book with my two year-old as I am of the production aspect of making this book happen. Luckily, no tension, frustration or bruises are apparent as one enjoys the classic tale in a new and inspired presentation.