Save the Date!

The Birth of a Corporate Pop-up Book

Paper Engineer Andrew Baron

Monday April 18, 2011

12 noon

Carmichael Auditorium

National Museum of American History

Pop-up books are one of the last entirely hand-made, mass-produced products made today. Have you ever wondered how they are designed and produced?

See the story behind the design and manufacturing of Acuity's Storybook Year, a unique creation that at first glance looks like an elaborate pop-up book of nursery rhymes. However upon closer look it turns out to be an annual report for a mutual company!

Proud recipient of a "Best Medium-Sized Company to work for in America citation," Acuity is a visionary Wisconsin-based insurance company that has produced some of the most imaginative annual reports in the industry. For their 2010 offering they decided to take it in a new direction — into the third dimension! In cooperation with DuFour Advertising LLC of Sheboygan, WI, Acuity assembled the team of Creative Director Drew Foerster and Illustrator Aaron Boyd of Milwaukee, and Paper Engineer Andrew Baron of Santa Fe to produce one of the most beautiful and compelling pop-up books designed to date.

Acuity's Storybook Year, beyond its intended purpose, is the story of a monumental, 18-month coordinated effort encompassing more than 2,400 emails, countless creative meetings and three trips to the printer in the Far East.

Come to the National Museum of American History on April 18 at noon to see a slide show and talk by International Award-Winning* Paper Engineer Andrew Baron, featuring rare behind-the-scenes looks at the creative process, and memorable photos of the hand-assembly at the printer in Guangzhou, China.

Andrew Baron was the kind of kid who loved to take his toys apart to see how they worked. By age twelve, he had become intrigued with wind-up phonographs and soon his interests expanded to encompass 19th century clocks, vintage radios, antique phonographs, classic cars and other fascinations. In 1985, after twelve years of vintage machine restoration as a hobby, he opened Andy’s Restoration Service, which further cultivated the skills that now inform and enhance his paper engineering. Andrew brings excitement, attention to detail and mechanical expertise to the world of pop-up books and cards. His experience includes everything from creating original paper designs and functional engineering, to editorial, pre-press production, production consulting, cost-reducing refinements and manufacturing support.

Six copies of Acuity’s Storybook Year: Annual Report 2010, were donated by the Acuity Insurance Company and will be given away after the lecture. After the slide show and talk, there will be ten minutes for questions and answers, followed by a drawing for a signed copy of the book.

Some of the awards received by Mr. Baron’s books:

Smithsonian Magazine — Notable Book for Children

American Library Association (ALA) — Notable Children's Book

Parenting Magazine — Best Book

Newsweek — Top Pick for Kids (#1 of 10)

Print Magazine — Certificate of Design Excellence

Swedish Design Award — Gold Medal, Print Media; Gold Medal, Jury Prize

—Susan Frampton