case study

CAG Terminal 4 Commemorative Book

Bringing T4’s stories to life

Changi Airport has long been one of Singapore’s national icons. To mark the launch of its newest terminal in ten years, the Changi Airport Group (CAG) wanted to share the untold stories behind the making of Terminal 4 (T4).

What we did

Tuber conceptualised, designed, wrote and produced an elegant coffee table book to capture the the staff who worked on T4. We set the direction for both design and content to strengthen T4’s branding. Through in-depth interviews, we unearthed human interest stories and captured behind-the-scenes photos even during the terminal’s construction. We also used infographics and other visual elements to bring T4’s stories to life.

Aims

Design an attractive theme and aesthetic while enhancing T4’s brand

Capture captivating accounts of the different stages of T4’s development

Humanise statistics and other information and present them in appealing ways

Our Approach

Journalistic storytelling

To attract readers, Tuber used its journalistic expertise to cover inside stories of T4. We interviewed various stakeholders, from management to ground staff. For a first-hand account of the development of the terminal, we even donned hard hats and followed a construction crew to observe and understand their work.

Roundtable discussion

We also proposed a roundtable interview with three CAG executives, inviting them to share their insights on the creation of T4. In the book, we complemented the open exchange with candid shots of the panellists.

Experiencing T4

We also conceptualised the book as an immersive journey through the terminal. To capture the vibrancy of T4, we designed one of the chapters to replicate visitors’ experience of checking in, shopping and boarding.

Enhancing T4’s brand

T4 was developed to be modern and forward-looking. Following this lead, Tuber designed the book to be boutique and chic.

1

Custom petal motif to fit T4’s orchid theme

2

The title plays on the visual similarity between the number “4” and the letter “A”

3

Foil stamping on the cover for a stylish look and feel

4

Purple fabric for the cover to match CAG’s corporate colour

1

Custom petal motif to fit T4’s orchid theme

2

Title plays on the visual similarity between the number “4” and the letter “A”

3

Foil stamping on the cover for a stylish look and feel

4

Foil stamping on the cover for a stylish look and feel

VIP Packaging: bringing home a slice of T4

The VIP slipcase packaging features Peranakan tiles that were sourced from the same supplier of tiles for the terminal’s Peranakan heritage zone. Besides giving the book a unique look, the tiles are also mementoes of T4 people can bring home.

Infographics

Tuber also created infographics for readers to understand T4’s automated check in, bag drop, immigration and boarding processes.

The Results

“The book is definitely a precious piece of treasure for me and many of my colleagues who had spent many years working on T4. Fond memories are evoked each time I leaf through the pages.”

Ms Poh Li San,
Then-Vice President of the T4 Programme Management Office

T4king Flight was well-received, especially during the launch of T4. Then-Vice President of the T4 Programme Management Office, Ms Poh Li San, commended the Tuber team: “The captivating writing style and carefully curated photos made the book an irresistible read. Through a series of interviews, your team managed to crystallise the essence of the challenges we faced and how each team went about to overcome them. You also encapsulated the philosophy behind our approach to innovate and rethink travel.”

“The book is definitely a precious piece of treasure for me and many of my colleagues who had spent many years working on T4. Fond memories are evoked each time I leaf through the pages,” added Ms Poh, who is now the Vice President of Terminal 5 Planning.

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