Inspired by the tagline "Dream, Aspire, Achieve", this concept would like to amplify the aspirations of every individual. Like John Lennon's best-selling song, <<Imagine>>, we encourage the visitor (of the annual report, or visitor of the airport) to enter a beautiful world made possible because dreamers first dared to dream and work towards it. Changi Airport Group believes in the same too - setting out with one goal to be the best airport in the world, constantly setting new milestones for Changi Airport by being daring, innovative and constructive. It has become the airport where other airports in the world strive to be. These visuals seek to pay tribute to the wonderful world that CAG has created.
Each thematic spread teases the body copy with a subtle and playful twist. We have a boy yearning to go up into the skies, an enchanted wonderland, the important lighthouse that Changi Airport is, an airport-style retail carousel, the heart symbols so loved by young ones with all the love to give to the country, and gems on a field of talents.
Design style: A balance between fantasy with a touch of surrealism, seeping into real-life scenes, portraying the delicate yet beautiful dancing of wonders into reality.
Cover
Building Our Dream
One of the greatest inventions of people is being able to fly up into the sky, and it all began with a dream to want to fly. The background, however, is already in the sky, above clouds, because humankind has already achieved the impossible, and the boy wants to be like them too.
The Singapore airport is portrayed as a lighthouse - a metaphor for being a guiding light, navigation aid, and an entrance.
Investing in our People
Thematic spread for Human Resources. The metaphor used was gems and diamonds - indicating CAG's valuing of their people
