Latest issue of Idealog features krafty paper, lolcats, Jif-flavoured chocolate and a factory in a can

It's that time of year again – time for Idealog's annual 'design issue', where we celebrate everything designer-y, and also try to make up new words, such as 'designer-y'.

Last year art director Aimee Carruthers took one for the team, sustaining injuries in her quest for a chalkboard cover. This year, she elected not to have a chalkboard fall on her and called in reams of BJ Ball Kraftpak Kraft stock for our cover section.

The result is a krafty approach to our cover story Mastering your craft – the pros and cons of specialisation in design. Here's a jpeg below, but we must stress that you have to see it (and stroke it) in the flesh to truly appreciate the kraftiness.

And inside the magazine? There's everything but the kitchen sink. US-based journalist James Robinson has investigated Silicon Valley, penning a feature called Finishing school for startups. What happens when Kiwis try to crack it in San Fran? Bad Kiwi habits will be sanded off and good Kiwi traits enhanced. Culture clashes will ensue and disorientation will occur. But the opportunities in Silicon Valley for New Zealanders are limitless.

Wellington-based journalist Pattrick Smellie sat down with Mary Quin, CEO of Callaghan Innovation to get her take on where the organisation is going. As Pattrick writes, one of the greatest fears for Callaghan is that it will be just another case of 'we're from the government, and we're here to help'. Can Quin find a cure and break the mould?

What else? Well, we go inside ad agency Y&R's new workspace in Auckland's City Works Depot – and it's a far cry from their old HQ in Parnell. There's Letterpress from Te Puke, a business creating factories in a can, print secrets, design journeys and, of course, everyone's favourite Idealog icons: Larry Lolcat and Etiquette Gran.

Run, don't walk, to get your mitts on the latest issue, on sale now from people who sell awesome stuff. (Or click here to subscribe – and be in to win one of 10 copies of editor Hazel Phillips' book Sell! Tall tales from the legends of New Zealand advertising, because she is a Geek Features who never stops working.)