For this year’s version of the Madison Craft Beer Week guide we wanted to push the design, and the eco-credentials up a notch from last year. So we started by figuring out the production side first, which lead us to a discovery that our text-weight paper was printing with 1/4 of a press sheet left unused. So instead of printing an additional heavy weight cover stock, we used that extra space to print a folding poster cover that hid a sweet beer poster inside. This saved money, paper and ink and inspired a unique solution. The resulting design was based on an interesting mix of vintage typography, illustration, and fun beer facts that were scattered throughout. Ultimately, the piece was fun (to use and design), useful, and spread the love of good beer – can’t beat that!
— Gage Mitchell, Modern Species