The Challenge
Having worked with APTelecom for many years, thebox has an established understanding of subsea cable networks and the growing team at APTelecom. So when the opportunity arose for APTelecom to partner with us again, we jumped at the chance to bring a new project to life.
Central Pacific Cable (CPC) delivers high-capacity subsea infrastructure designed to strengthen international connectivity throughout the Pacific Islands, supporting communities, commercial growth and long-term digital connectivity across the region.
It’s a project of enormous scale, with a significant amount of technical information that needs to be communicated and, understandably, an equally high level of security and confidentiality which surrounds it.
CPC had an ocean of technical information to share. But there was also another side to the story. Beyond cables and connectivity, the project supports Pacific Island communities through education initiatives, environmental stewardship and infrastructure partnerships.
So how do you take all of that information and turn it into a website that feels clear, engaging and easy to explore, without compromising the security requirements surrounding the project?
The Idea
Working closely with the APTelecom team, we set out to create a website that could showcase CPC’s end-to-end capabilities and position the business as a reliable facilities-based telecommunications provider, without overwhelming people with an overload of technical information and industry wording.
A big part of that was finding better ways to show rather than simply tell.
At the centre of the site is a custom CPC route map, designed as a visual representation rather than a geographically precise map. Interactive elements allow users to explore the Pacific Islands connected to the project, discover key statistics and find their way to more information.
We also developed a custom progress graphic that takes something potentially complicated, the different stages of a major subsea cable project, and makes it much easier to understand at a glance.
The Solution
Over nine months, we worked closely with the APTelecom team to turn a significant amount of technical and project information into a website that people could actually find their way around.
That started with working out what needed to be said, where it needed to live and how users would move through it. Alongside this, our sister agency bureau42 provided SEO insights that helped inform the website structure and content.
Copywriting was very much a team effort. The client brought the technical knowledge, bureau42 brought the SEO data and thebox brought it together into website content designed to make the information easier to read and understand.
Visually, the custom graphics and interactive elements helped do some of the heavy lifting, giving users simpler ways to understand the route, project progress and the scale of what CPC is building.
Security also shaped how we approached imagery. With the restrictions around visually showing exact locations, we leaned into developing a suite of AI-generated images that provided us with another way to visually tell the story where using real images could reveal sensitive information.
The result is a website that consolidates complex information and reduces the complexity without dumbing it down. Critically, it clearly demonstrates CPC’s capabilities, project progress and community impact together in one place.
The Last Word
There’s something fitting about creating a website for a project built around connection.
CPC is connecting communities across the Pacific through infrastructure designed for the future. Our job was to connect people with that story and make something incredibly complex a little easier to understand.
And as the project continues to grow, the website has been designed to grow right alongside it.
What We’ve Done
- Corporate Style
- Design
- AI Generation
- Copywriting
- eNewsletter
- Website
- Project Management