DESCRIPTION "Slay the Scary Monsters" Book CLIENT Self-promotion DATE 2010 DESIGN CREDITS id29 Design: Doug Bartow Text: Michael Fallone Illustration: Michael Oatman Photography: Bryan Kahrs Model Building: id29 PRINT CREDITS Fannon Fine Printing TYPE CREDITS Rockwell by Morris Fuller Benton/Monotype Gotenburg-bold by Dieter Steffmann/Stempel Trade Gothic by Jackson Burke Pixture Quads by Anja Gollor & Henry Hajdu

QUANTITY PRODUCED 1,500 PRODUCTION COST $12 per unit PRODUCTION TIME 2 1/2 weeks DIMENSIONS: WIDTH × HEIGHT × DEPTH 5.5 in × 6.5 in PAGE COUNT 132 PRINT METHOD Offset PAPER STOCK Cover: Mohawk Navajo brilliant white 130 lb Text: Mohawk Knightkote Matte 100 lb Tipped-in: Mohawk Knightkote Matte 80 lb NUMBER OF COLORS 4 VARNISHES Black foil Brass die deboss BINDING Perfect Bound

I like it when design firms put out publications such as this. It shows that not only do they love what they do, they’re also concerned with helping fellow creatives improve as well. Love the cordial, cherry-headed monster, though he seems more delicious than scary. You can download a free PDF version of the book right here [PDF] and explore more at slaythescarymonsters.com.

‘Slay the Scary Monsters’ is a 132-page self-published book. We wrote the copy and worked with local artist and friend Michael Oatman on many of the illustrations. The narrative describes the ‘monsters’ that get in the way of creative brilliance and marketing success in the everyday workplace. We tell the story of each monster and the threat they pose, and offer the ‘weapons’ needed to slay them. The heart of the book features a fold-out reproduction of a 10’ long collage we commissioned by Michael Oatman, and an interview with the artist. Surrounded by the narrative above is a curated selection of our design portfolio.

This book has the same trim size and finish as our 2007 title, “How To Be A Better Client.” We’re offering ‘Slay the Scary Monsters’ as book #2 of 3 in our “Trilogy of Arrogance” series. Look for our coup de grace “How to Run Your Business” in 2012.

We spent a week fine tuning the depth of the debossing of the book title element on the front cover. The process of foil stamping adds some depth, but we wanted the title letterforms to sit proud on the page and have a tangible feel to the touch. We worked closely with our printer Daniel Fannon and had a brass debossing die made which raised the level of depth to the title element while keeping the foil glossy without any modeling.