Q & U Call It Quits: Laughable Lessons in Alone Time (and Letter Teams!)

Quill Tree Books/Harper Collins. 2021

 What kind of picture book would you get from two (former) advertising professionals? If the two you choose are author Stef Wade and illustrator Jorge Martin, you get Q & U CALL IT QUITS! 

And you get a picture book that wins on every level. In overall appeal, this is a story of soulmates, a perfect pair, two who are meant for each other. When jealousy and resentment, differing needs, and general misunderstandings develop, real conflict and eventual resolution follow a strong story arc. The fact that these "characters" are actual letter characters only makes the story (and analogy) all the more appealing. 

Wade's word play, strong secondary stories, and ultimate resolve are grin-worthy and provide rich resources for teachers, parents, and kids who want to explore the many ways in which our English alphabet relies on teamwork, flexibility, and careful attention. The very real emotional landscape suits young readers perfectly, ones who struggle with sharing (or making) friendships and setting boundaries without offending.

Martin's illustrations place these dynamic letter folks in a subtle virtual life in which everyday play and problems are confronted with kid-friendly reactions, conveyed through remarkably expressive eyes and line-mouths, activated only by stick arms and a pair of legs each. Using those limited elements, their adept application opens fully-lived lives in this colorful and dynamic world of letters.

The design team deserves my nod of approval for the effective but not overbearing use of color/bold/size font for each letter when being referred to as character, with color-shift-only for letter teams when placed in words, and otherwise not calling attention to specific letters within lines of text. Picture books are meant to be read aloud, but with a close-contact audience who will notice such things, but not be distracted or even fixated. The balance of visual cuing means that young eyes (and ears) will attend to the letter-sound-teamwork within our complex language at a natural and fun level, one that they will want to share with others. 

Wade and Martin are  two highly talented and skilled picture book creators. Both have award-winning books on their resumes. So why would I begin by mentioning their mutual advertising backgrounds? At first, I found it a novelty that they had each, on different continents and unknown to each other, come to their current lives from a similar background. So I did a quick search on principles of advertising and found this: 

(from small business.com/chron)

Text/Copy:  

The copy or text must communicate in clear, concise and focused language. Start with a headline (TITLE!) that grabs the reader’s attention, sparks interest in your product (story/premise!) and conveys your message succinctly. Potential customers (readers!)!have only seconds (of attention) to read your billboard (picture book).

Illustration and Graphic Elements:

"...more attention goes to pictures than words and human models get the most attention ..." 

"...using models that match or appeal to your target audience (readers) to forge an immediate connection between your product/service (picture book) and your potential customer (readers)..." 

So I'm thinking that doing some side study of advertising might strengthen my own picture book writing! In fact, we could all do well to learn, as Q & U finally do, that teaming up and benefiting from collaboration is a great way to operate, to be effective, and to build our strengths. 

In an aside here, I purchased a copy to review, then purchased more to give as gifts. Stef is a friend/writer/Wisconsin SCBWI member, whose career is in early stages. She is a force to follow" @Stef_Wade.  

Another SCBWI member/friend/picture book writer/NYTimesBESTSELLER is Pat Zietlow Miller (@PatZMiller). She retires from her "Business" career with American Family Insurance this week, with twelve (wildly) successful picture books and about a dozen more heading into print in the next few years. She wrote a parting essay that is worth reading. I hope you will, HERE. Like picture books, it is short and powerful. And you'll smile while reading it, remember it, mention it to others, and find ways her message fits into your own lives. Enjoy!