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Cathay Pacific – Discovery
In-flight magazine – Cedar Publications (HK)


Brief: Cedar Communications (HK) – ongoing content management for Cathay Pacific and Dragon Air in-flight titles: Discovery, Silkroad, Cargo Clan, and in-flight product magazines. Working with the creative director, producing a range of editorial bilingual layouts, covers, maps, infographics, media packs, identities, templates, photo editing for a discerning readership base.

Approach: Working with stakeholders, the editorial team – reflecting the new lifestyle approach of Cathay and Dragon Air – with a functional and coherent presentation of information & entertainment, products & services, syncing with in-flight entertainment system (GUI).


Solution: Engaging editorial and photo lead content, with infographics, CTA’s, entertainment, travel, presented in user-focused design and layouts, that reinforces the new direction of the client.


Outcome: Enticing clean bilingual layouts, photo and editorial lead, with the reader/user in mind.


Criteria: Art direction, magazine concept, template development, infographics, layouts and cover concepts.

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