AA Directions

Published three times annually, AA Directions is the largest circulating magazine in the country. Showcasing expert knowledge of domestic travel, motoring and advocacy issues, it’s a publication boasting a huge amount of value. But it needed an exceptional standard of design flair to match.

ICG’s best design brains came on board to bring cleanliness and readability into the magazine while upping the energy. It’s work that requires an impressive level of collaboration with AA’s in-house editorial staff, matching tone and content with look and feel. It’s such a tight-knit group working together, in fact, that AA’s editor refers to everyone as ‘one team’.

AA look to us to deliver exceptional art direction, design, styling and publishing services – all while working within the parameters of their brand and always being available to bounce ideas around.

We’ve taken AA streets ahead in design, and together we’re reaping the benefits.

• Readership has increased a huge 11.5%, which has been directly attributed to the redesign by AA’s editor Kath Webster.

• AA Directions is now the most read magazine in New Zealand (Neilson Q2 2016-Q1 2017) with 805,000 readers.


  • Publishing
  • Editorial and content collaboration
  • Art direction
  • Cover concept and execution
  • Design


  • Magazine
AA Directions