Cathay Pacific

Art direction for the airline’s branded publication Cathay Pacific’s Stories Straight from the Heart compiles real-life experiences from its cabin crew, embodying the airline’s values while strengthening engagement with travelers and future recruits. Brief: The publication requires a fresh design more closely aligned with the brand’s new design ethos. Solution: A refined look that fosters warmth and intimacy, reflecting the brand’s heartfelt connection and thoughtful simplicity.

Transportation | Publication

A design that deviates from conventional paperback to create a contemporary look with magazine-like appeal

Harmonious bilingual typesetting and confident use of white space to convey the well-contemplated simplicity of the design ethos

Inclusion of crew profile photos and pull quotes for a personal touch

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