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Lead Image

10/100 Fenway Park Commemorative Book


Production Method




Ashton Design

Design Director: Ronnie Younts
Book Designer: Jenny Romei Hoffman
Copywriter: Kim Carlin



Gilah Press
Schmitz Press

See Printer Profile on Inker Linker

10/100 celebrates both the 100-year anniversary of historic Fenway Park in Boston, Massachusetts, as well as a 10-year collaboration with Ashton Design — preserving the integrity of the park’s glory days in the environmental graphics of a newly renovated facility. Before you get choked up on all that nostalgia, remember there’s no crying in baseball.  




Quantity Produced


Production Cost

Production Time

2-3 weeks

Dimensions (Width × Height × Depth)

6.5 × 9.25 × .375 in.

Page Count


Paper Stock

New Page / Centura / Matte / 100

Number of Colors




Exposed Smyth


Proxima Nova
Boston Red Sox Old Outline


10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book
10/100 Fenway Park Commemorative Book ---

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Project Description

Being that April 20, 2012 marks the 100th Anniversary of Fenway Park, Ashton Design felt it was perfect timing to create a limited edition book that highlights our role in the historic revitalization of "America's Most Beloved Ballpark." This book chronicles the outcome of bringing the beloved ballpark to its glory days while showcasing our firm's commitment to excellence in environmental graphics.

For more than 10 years, we teamed with Fenway Park's architects and management team to bring "modern nostalgia" to Fenway Park. Saving the park from demolition meant that the fans wanted to keep the memories and the history, but at the same time demanded a state-of-the-art facility. Ashton Design was tasked to ensure the integrity of its nostalgia did not fade.

Production Lesson(s)

We worked closely with Schmitz Press from the beginning of the project to make smart design decisions that would help control the price of the job. The size of the book was determined by how many spreads we could get from a full size press sheet. Choosing 100lb text versus 60lb cover also made a difference in price because it eliminated the need to score the spreads when folding. This was our first time doing an exposed binding as well, so a thin layer of glue had to be applied to the spine to reinforce the structure. In effect, every book had to be shrink-wrapped individually to prevent the books from sticking together.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 17, 2012


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End