Senior Art Director Alice Morgan has created her dream life in a city we all swoon over. Her designs captivate across digital, print, social and video - and with over 16 years in the industry, Alice's portfolio is beyond impressive...
Words by Emma Stenbeck | Boni & Beck
Share
Having been a long-time fan of the 'Sex and the City' series (I know - you either love it or you hate it) set in the infamous New York City - 'I couldn't help but wonder' what it was really like taking up residence in The Big Apple - a dream many of us have held at one stage or another. You know the one... working at a fashion or publishing house, broadway shows on the regular, browsing galleries on the weekend, central park strolls and cocktails at the latest Manhattan hotspot.
Well, one particular person is currently living that dream - a very charismatic, creative, funny person... did I mention she's a Capricorn like me? Senior Art Director, Alice Morgan has lived in New York for 8 years now and not only can she tell us a thing or two about the city that never sleeps, she is also our go-to for all things design and is currently working for the very sparkly - People Magazine!
Alice creates beautiful designs that captivate across UX, digital, print, social and video and has now clocked up over 16 years in the industry - working with a number of well-known publishing houses and studios both in NZ and abroad. I had the privilege of working alongside Alice early in our careers and her eye for design was evident from the very beginning.
I asked Alice to share more about this dream life she's created and get some good-envy energy flowing.
So Alice, how's it all going over there?
Living in New York City is incredible. Sometimes I still can’t believe this is my reality. I feel so grateful to be able to wake up each day, work on what I love, and spend time with such an amazing group of friends right here in the city.
Tell us where exactly you're based now and don't leave out the view.
I’m currently based in uptown Manhattan and have been ever since I first moved to the city. When I arrived, I didn’t know anyone, so choosing a more affordable neighbourhood allowed me to be financially smart while getting settled. My husband and I now live in an amazing three-bedroom apartment perched on top of a hill overlooking the Bronx and Yankee Stadium. It’s such a fun view, especially when the stadium lights up or there are fireworks. We truly have the best seat in the house!
RACHEL BROSNAN FOR ENTERTAINMENT WEEKLY’S SUPERMAN PHOTOSHOOT
Where have you worked since living in NYC and tell us about where you are working now…
I’ve had the opportunity to work at two different companies since moving to New York, each offering me the chance to collaborate with a wide range of brands. I started out at Hearst, where I primarily worked on House Beautiful, but also collaborated on projects with other titles like Delish, Marie Claire, and Seventeen.
For the past four years, I’ve been at People Inc, where I’ve had the chance to work across a variety of brands including Entertainment Weekly, Better Homes and Gardens, Real Simple, Southern Living, Martha Stewart, Travel & Leisure, and Investopedia. Currently, I am part of the People team working on their recently launched app!
It’s been an incredible journey so far, and I’m excited to see what’s next!
What does your typical day as an Art Director look like?
What a great question! No two days are ever quite the same, which is part of what I love about my job. My schedule is usually a mix of long-term projects that span several weeks and smaller, quick-turn assignments that come in daily.
Right now, I’m juggling a range of things from designing artwork for the app, working on building out new games for people to play, making marketing material for websites, parties and events. Right now we are about to have the app's one year birthday party so just making all the promotional material for it!
What is your favourite thing to design?/Favourite thing you've designed?
There are so many things I love to design, but if I had to pick a favorite, it would be the digital covers we create for Entertainment Weekly. I especially enjoy the process of combining video, design, and animation. It’s such a fun format, and I’m constantly learning something new with each project.
That said, I also have a deep love for print design. I’ve done a lot of it in the past, and there’s something incredibly satisfying about creating a multi-page layout, especially for magazines. Designing for print allows you to build a visual narrative that unfolds page by page. From typography and layout to pacing and flow, it’s thoughtful, immersive, and endlessly rewarding.
Yes! The Entertainment Weekly covers - Wow! How do you begin your process when deciding the look and feel for each cover design?
It’s definitely a process, but a really fun and rewarding one. I work closely with the video team, and everything kicks off once the talent is confirmed. From there, we start brainstorming creative concepts for the digital cover. Once we land on an idea, I’ll storyboard it out to help visualise the direction. After it’s approved, we’re off and running.
When it comes to the design itself, I typically wait for the colour-corrected footage before I begin. That’s when I start ideating around the headline; thinking about the tone and style that will complement the project. Is it a wartime drama? A romantic comedy? The typography should always support the mood of the video, enhancing it without overpowering it.
I’m also the kind of designer who believes in trying everything. I like to throw a lot of ideas at the wall and explore different directions, because that’s often how the strongest concepts emerge. You never know what’s going to resonate until you see it in action. At each step of the way we also make sure that the edit team is approving concepts and ideas; thus allowing a really collaborative environment.
You're sitting down to design - what's your setup like?
Honestly, my setup changes all the time. I work in a hybrid model with three days in the office and two days from home, so flexibility is a big part of my routine. The one constant, though, is that I always have my AirPods in. I can’t work without some sort of background noise, usually music or a podcast. My go-tos are Planet Money and Beyond the Blinds, which are very different in tone, but it’s the steady conversation that gets my creativity flowing.
I’m naturally a night owl, though I try to log off by around 8 p.m. most nights. There are the occasional exceptions, like the recent Met Gala, when I worked until late, but those late nights are thankfully rare.
At the office, we’re lucky to have a range of workspaces like couches, quiet booths, and lounge areas that give us the freedom to work in whatever way suits us best. At home, I bounce between my desk and the couch, depending on what feels most inspiring that day. It’s really about finding the right environment to support whatever kind of work I’m doing.
Alice in Times Square with the Investopedia team celebrating 25 years by ringing the closing bell of Nasdaq.
We have both worked the 'freelance design life' - what's something it taught you that still helps you today?
Oof… honestly, being a flexible person is so important. One of the biggest things I’ve learned during my freelance time and also now that I’m in a position where I hire freelancers, is how much I appreciate people who are flexible, open-minded, and truly collaborative... including myself.
The reality is, things shift constantly in the workplace. You might have the most perfectly mapped-out schedule, and then suddenly your boss drops in with a last-minute change that throws everything off. When that happens, you have to pass those updates along to your freelancer, and it makes such a difference when they respond with a can-do attitude and a willingness to roll with it.
It’s not just about being easy to work with. It’s about being part of the team and helping each other create the best possible outcome, even when the path there gets a little bumpy. That kind of collaborative energy really stands out, and it’s something I’ve come to value more and more.
Alice with her parents - Liz & David Morgan - out exploring the upper east side.
Who inspires you?
Someone who really inspired me recently was my dad. Earlier this year, I was feeling stuck creatively and professionally. I had hit one of those ruts where nothing felt quite right, and I wasn’t sure what direction I wanted to take next in my career. On a cold, rainy day in New York City, we sat down over pizza and pasta and had an honest, no-frills conversations about life, work, and what it means to build a career within a large corporate environment.
He shared some thoughtful advice that really shifted my perspective. It wasn’t anything overly complicated, but it was real and grounded.
Any advice for aspiring creatives who hope to work in your industry?
Find a good mentor. They can make such a difference early in your career. Having someone to offer guidance, share honest feedback, and help you navigate big decisions can really shape your path in a meaningful way.
Also, be open to learning as much as you can. You don’t need to master everything, but if an opportunity comes up to try something new, raise your hand and go for it. You never know where it might lead or what skill you’ll pick up that ends up opening the next door. Stay curious, stay open, and take chances when they come your way.
What's one productivity tip/hack you use to get through your to-dos on the daily.
Something I picked up back when you and I worked together many moons ago: a yellow notepad and a pink highlighter. I write everything down, and it’s been the one thing that truly keeps me on track. Seeing my tasks laid out clearly helps me stay organised and makes it easy to prioritise. It’s a simple system, but it works so well and keeps me from falling behind.
You're quite the creative duo over there with Photographer Mike Rooke as your husband - what do you like to get out and do when you're not working?
We are both big foodies and so we love to try new food places. We have an ever growing list that just keeps getting bigger and bigger. When we travel we also love to go to galleries or museums. I do try and keep work talk to a minimum outside of work hours. That way we can talk or experience new things.
Tell us more about about general life in NYC, are there particular things that still feel very novelty? What are your favourite things to do?
I love my area post pandemic. I have really found my community here and truly love everything it has to offer. As mentioned before, I love experiencing new food places, but one thing that I have really gotten into it wandering the city and finding free little libraries. These are little man made house (large birdhouses) that hold free books for people to peruse. Usually you leave a book and take a new book but it is a great way to share books in the city. I also love going for walks. It is so easy to just walk around the city, and find new galleries, shops, or just even to people watch.
Have you seen any Broadway Shows recently?
Yes! I recently saw Oh Mary with Betty Gilpin (from the Netflix show GLOW) and it was so funny. Highly recommend.
Of course life isn't all 'ups' - you endured NYC in Lockdown, looking back how did you make it through?
Honestly I don't know how I made it through. It was a really tough time and coming out of it I realised I actually had a lot of trauma from it. So because of lock down, I really try and make the most of every day now. To make sure that I really enjoy each day and value interacting with people.
What's your favourite self-care ritual at the moment?
Oh, I’m a big fan of self-care and love incoporating it into both my daily and weekly routines. During the workweek, especially when I’m working from home, I always try to get outside for a walk to step away from my desk and clear my head. I’m also a firm believer that if you’re feeling creatively stuck, the best thing you can do is pause. Make a cup of tea, read a page from a book, or just do something completely unrelated to the project for a few minutes. That little mental break can work wonders.
At the end of each week, I like to treat myself to something a little more special. Sometimes it’s a relaxing facial on a Friday evening, other times it’s a visit to my local bookstore to pick out a new read.
What are you reading/watching/listening to at the moment?
Oh great question. I am really making an effort to try and watch new things on TV. Working in the entertainment industry, there are so many shows and movies I want to watch. But currently watching The Real Housewives of Rhode Island, and rewatching Schitts Creek. I am currently reading The Quiet Tenant by Clémence Michallon, and then going to pick up I Who Have Never Known Men by Jacqueline Harpman.
Since this is Brunch with Boni & Beck we can't leave out your go-to Brunch/Coffee Spot in NYC...
Honestly, nothing beats brunch in NZ. That is one thing I do miss... but the one thing NY does really well is sausage, egg and cheese on a muffin or bagel. That is my go to most days and I just LOVE IT so much!!! If you come to NY then get one!!!
Best advice you've ever received - in life or business?
Early is on time; On time is late. I live by this religiously. Do not be late! Even if you know the other person is going to be horribly late. This is something I learnt actually when I was training to become a pilot (before I wanted to become a designer).
What's your take on AI taking over creative jobs?
Oh, such a great question. Short answer: I’m definitely pro-AI. I truly believe that when used thoughtfully, AI can help creatives become even better designers. It’s not about replacing creativity, but about supporting it. By taking over the small, often time-consuming tasks, like writing emails, organising storyboards, generating early-stage ideas, or helping articulate creative concepts to editors, AI frees up more mental space for the work that really matters.
For me personally, it has made a huge difference in my day-to-day. It helps me work more efficiently, communicate more clearly, and push my ideas further. I can spend more time refining my creative vision instead of getting bogged down in admin or trying to find the right words. That said, I’m very intentional about how I use it. I never use AI for outward-facing work. Anything that will be seen by a client, a customer, or a reader will always be created by a human; an illustrator, a designer, or an artist. There’s a level of nuance, emotion, and originality that only comes from real creative collaboration, and I’ll always stand by that. But when it comes to behind-the-scenes support, AI has been incredibly helpful and has absolutely made me a stronger, more focused designer.
Who is your biz crush at the moment?
Robert Newman, who is a Creative Director I recently had the chance to meet. He’s been in the industry here in New York for a long time and has done some incredible work. I met him at an event, and to be honest, I’m pretty sure he forgot who I was about five seconds later, but for me, it was still such a cool moment.
And this might sound a bit random, but I’ve also been loving the work of an artist who goes by The Greedy Peasant. He’s wildly creative and hilarious, with a style of comedy that blends religion, history, and, believe it or not, tassels. His work is so unexpected and clever, and it reminds me that you can truly make art out of anything. It doesn’t have to be overly complex or polished to be impactful. Sometimes, the most powerful creativity comes from the simplest ideas.
What can we expect next from Alice Morgan?
Honestly, you tell me! Right now, I’m just really enjoying the ride. I want to continue growing and evolving as a designer, both creatively and professionally. Lately, I’ve been collaborating more closely with UX designers, which has been such a fun and eye-opening experience. It’s helping me expand my skill set and think about design from new perspectives, which I love.
I'm also really proud of the creative work I’m doing at Entertainment Weekly. It’s such a rewarding space to be in, filled with exciting challenges and opportunities to push boundaries.
Looking ahead, one of my biggest hopes is to give back to the creative community. I’d love to help other designers grow in their own careers, whether that’s by mentoring, sharing what I’ve learned, or simply being someone they can turn to for advice or encouragement. This industry can be fast-paced and unpredictable, but it’s also incredibly inspiring and I want to be part of the reason someone else feels excited to keep going.
Credit: Superman, Pokerface and Hedda shoots directed by Kristen Harding (IG: @kiwiharding) & Alison Wild (IG: @alison_wild)
Keep an eye out for more Q&As coming soon.
These articles are written by us at Boni & Beck. They are not sponsored or paid ads. Our aim is to bring back clean content that isn’t a disguised ad and isn't AI generated text. (If we have ads on our website now or in future you will be able to tell because they will look exactly like ads).
Our latest list of audio options to stop a meltdown, bring on ZZZs, teach boundaries, or just give you a moment of brain space. We love a good parenting rec,...
Our latest list of audio options to stop a meltdown, bring on ZZZs, teach boundaries, or just give you a moment of brain space. We love a good parenting rec,...
