It Couldn’t Be Done, an Audi Story


Produce a hardback children’s book to sell a car? Why yes, it works very well when done with a team of skilled designers and printers. To be more precise though, it’s an impressive adult book disguised as kid lit (with a particular appeal for print lovers).

Taking inspiration from the Edgar Albert Guest poem “It Couldn’t Be Done,” this Audi story and a guiding corporate philosophy is revealed. Bold illustrations by Ty Mattson set the narrative in a dramatic palette of red, black and silver. Guest’s lyrical rhyming text steers us through every page.

The dust jacket is all-grownup printed on McCoy Silk Text with clear foil stamp, silver foil stamp, registered emboss, and sculpted registered emboss (Audi logo). Text pages, printed on Mohawk Options, show off the texture of the illustrations. UV inks add a beautiful upscale shine.

But our favorite touch comes on the last page with that positive take-away message to end this tale:

“Just start to sing as you tackle the thing,
That “cannot be done,”
And you’ll do it.”


Project Details

Title It Couldn’t Be Done, an Audi Story Client Venables Bell Date May 2013 Design Venables Bell and Partners
Cris Logan, Andrea Ho,
Jacqueline Fodor
Print Calitho
Concord, CA
Paper Sappi McCoy Silk 100 lb. Text Mohawk Options 100 lb. Text

Production Details

Dimensions 10" x 12" Page Count 28pp + end sheets + hard bound cover + dust jacket Print Quantity 850 Production Time 3 weeks Printing Method Offset, UV inks
on uncoated stocks
Number of Colors Metallic 877 + PMS 186
2 hits black
Finishing and Binding Smythe sew along the 12” side
Cover: wrapped over 90pt board
Dust jacket: clear + silver foil stamp, emboss


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