Behind the scenes: Making the new A LIST Guide


A LIST Guide Loves

Find out how the fabulous Merchgirls came up with our stylish new front cover design.

The 2019-2020 A LIST Guide has launched, offering event planners the most updated guide to venues, suppliers and experiences for corporate groups in Australia.

This year’s guide also features a stylish front cover designed by the amazing team at Merchgirls.

Here, we chat to creative director Hannah Chipkin to find out more about the design and what goes into creating such an eye-catching product.

What was the brief for the A LIST Guide front cover design?

After a highly successful collaboration last year, we were approached in 2019 to design both the bag and book cover design for this year’s A LIST Guide. The brief this year was to focus on some key trends that were emerging in the corporate events industry, specifically tiki and Hamptons themes.

The 2019-2020 A LIST Guide book

Basically something fun and summery that would appeal to the broad event theme and the executive market. Stylistically, the team at A LIST Guide also wanted a single graphic image as opposed to a repeat pattern.

Where did you draw your inspiration from for the initial design concept?

From the brief we explored the summer theme further. We drew strong inspiration from 1980’s Miami graphic prints, pastel sunsets and cocktails which also referenced the glory days of long lunches, company cards and networking nights.

Describe how you plan out the design concept

Our design process always starts with a scroll through Pinterest, gaining inspiration, noticing relevant trends and just getting a feel for the overall vibe. Once we have nailed our key inspirations, we are able to narrow down our design directions.

We then put together mood boards based on these directions and send them to the client for their feedback. Once we have this feedback we begin the design process. We then refine these designs through a series of approval stages. Once signed off, we make print ready artwork for the production process.

What other steps were involved in putting together the front cover?

(L-R) Hannah Chipkin and Pippa Joseph

The plan was always that the bag and the book should match and read as a cohesive set. Once the bag design was finalised, we simply rolled out the same design onto the book. It suited both products really well. We chose the blue colourway for the book cover for a more corporate feel.

Why is important to have a book design that stands out in a unique way?

Well you aren’t supposed to judge a book by it’s cover. But in this case, you should.

The A LIST Guide is a leader in its category and a very important yearly publication. As it is highly anticipated, it holds power. The books are seen as collectables and so it is a great opportunity each year to surprise and delight the user with striking cover design.

Want to grab your copy of the new guide? Click here to purchase.

Find out more about how the team at Merchgirls can add some wow factor to your event.

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