With European expansion planned, Safaris Online needed to demonstrate the strength of its offer over the com- petition. They required an entire visual re-brand of their company that would allow them to enter the luxury travel market with confidence and success, something that they were slipping away from with their previously out dated brand identity. The brief was open-ended and allowed for all aspects of the company to be scrutinized, the outcome should increase their online presence and deliver a ‘showcase’ style design intuitively showing the versatile range of locations and products they offer.

Following extensive research and testing, we developed a new brand proposition ‘Uncover Happiness, As Nature Intended.’ Designed to differentiate in an experience and loyalty obsessed market, the new brand emphasises the company’s exceptional customer service through a lighter, more approachable look and feel. It also conveys the company’s strong market position and scale of operations as well as inducing an emotional response from the targeted viewer of gaining emotional well-being by using the Safaris Online service.
We went on to apply the brand to the entire marketing tool-kit, including a fully responsive website delivering leads directly to sales teams. After discussion it was decided that the brand name and website domain were not to be changed as part of the re-brand, this was due to the domain name being active for 15+ years and gaining credibility and trust with search engine platforms. Safaris Online has significantly grown its European business and share price has since increased too.

What I did: Brand strategy and identity, Top-level copy and art direction, Logo Design and Implementation, Marketing communications, Website design, Web- site build and SEO, Social Media Presence.

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Creative Brand Manager