Jamie Sage Is a London-Based Visual Designer and Art Director. His Work Can Be Found On and Offline.

The Brief

Singapore Airlines asked us to create a travel brand that felt as premium and polished as their inflight experience—something that would raise the bar both in print and online. They set the standard high, and the challenge was to go beyond what was already considered excellent in the airline industry.

What We Did

We created a beautifully designed magazine by collaborating with talented photographers, writers, and illustrators—people who really know how to tell a great story and bring destinations to life. Despite working within a tight budget, we delivered something that felt premium, fresh, and smart. By focusing on original content with a clear point of view, we helped position SilverKris as an essential read for travelers—and that in turn attracted bigger advertisers than the magazine had ever seen.

We carried the same high standards into the digital experience. The website was clean and elegant, but also built to go beyond the page. We developed a flexible, long-form template that allowed us to incorporate video and audio—adding depth to the storytelling and making full use of the content we’d created. It gave the stories space to breathe and opened up new ways to engage readers online.

The Results

SilverKris took off—literally and figuratively. It won "Best Designed Magazine" at the Communicator Awards in New York and the Asian Media Awards. It also became the most profitable title in Ink’s APAC office, bringing in over $1 million a month in advertising revenue.

Most importantly, the work built trust. Singapore Airlines invited us to do even more with them—from PR campaigns to fashion shoots and video production. It’s been a rewarding partnership (even if they are a tough client!).