Project / Touched by Setia
Task / Book Design
Client / SP Setia
Year / 2013
Details / 10.75" x 10.75", 112 pages
Interviews & Copywriting_Tan Joo Lee / Photography_Kenny Loh
Having worked more than five years with SP Setia on their corporate positioning, visual identity guidelines and signage, we were tasked with producing Tan Sri Liew Kee Sin’s ‘farewell book’ as he prepares to depart from SP Setia to lead EcoWorld.
Divided into four chapters of carefully selected themes, the book contained heartfelt testimonies as well as stories that captured the various facets and aspirations of the company, which ultimately served to commemorate Tan Sri Liew's tenure at SP Setia.
The interviews were difficult as many respondents heap praises on Tan Sri Liew, but he didn't want them to talk about him (or their SP Setia homes). Rather, he wanted them to share about their own lives and aspirations. The book was to be given to all stakeholders, including staff, home-owners, partners and associates.
As the intention of the book was to feature the stories of individuals rather than the company or its CEO, the design of the cover and slipcase is purposely understated—the all-white cover and slipcase play with texture, embossing, gloss UV varnish, and a horizontal strip of black-and-white portraits of the interviewees that goes all around the cover.