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Our Work · Travel and Tourism

A launch site built to be a starting point, not a funnel.

A new travel brand with no audience has one job on day one: give someone a reason to stay. Go Do Africa's site was structured for discovery rather than conversion, on the argument that a brand nobody knows yet cannot close a sale it has not earned the right to ask for.

  • Website Design
  • UX and UI

Project overview

Client
Go Do Africa
Sector
Travel and Tourism
Service
Website DesignUX and UI

10country destination guides published

The full story is below

Background

A new brand with nothing behind it yet.

Go Do Africa was created as a new safari travel platform for East and Southern Africa, helping travellers discover the continent through destinations, experiences, places to stay and journeys.

The whole digital experience was designed and launched from the ground up on WordPress. There was no existing audience, no traffic, no reviews and no reputation. Everything the site had to do, it had to do for a first-time visitor who had never heard of the company.

Project overview

Project overview

Client
Go Do Africa
Location
East and Southern Africa
Window
Site inventory counted on 28 August 2026
Website
godoafrica.com
10country destination guides published
12experience types given their own page
9named places with a dedicated guide

Delivered

What we delivered, counted.

10country destination guides published
12experience types given their own page
9named places with a dedicated guide
3safari itineraries published so far

Country destination guides, experience types, named places with a dedicated guide and safari itineraries, counted from the live pages on 28 August 2026.

The Rwanda Destination Guide page: a volcano seen through forest leaves, with the heading Rwanda Destination Guide.

RwandaMisty mountains and a single volcano, not a stock savannah banner.

The Botswana Destination Guide page: two mokoro canoes on the Okavango Delta, with the heading Botswana Destination Guide.

BotswanaA mokoro on the Okavango Delta, the country’s own picture of itself.

The Kenya Destination Guide page: silhouetted figures walking across grassland in mist, with the heading Kenya Destination Guide.

KenyaFigures walking into the mist below Kilimanjaro, not a lion close-up.

Three destinations, each opening on the place rather than the operator.

The problem

A launch site cannot close a sale it has not earned.

The instinct at launch is to optimise hard for conversion, because conversion is what the business needs. For an unknown brand this usually backfires. Booking prompts and offers arrive before any reason to trust the company exists, and the visitor leaves.

The brief called for something harder to get right: premium without feeling exclusive, adventurous without becoming visually chaotic, informative without becoming overwhelming, and contemporary while staying connected to Africa. Four tensions, each with an easy failure mode on either side.

The live Rwanda page, full length, inside a desktop frame.
The Rwanda page, live, end to end. It holds still until you reach it, then moves as you scroll: why visit, the experiences, the parks, the lodges, when to go, and the one button.

Our approach

We earned the visit before asking for anything.

01

We designed for discovery, not for a funnel

Destinations, featured journeys, experiences, places and travel inspiration, arranged so a visitor can wander. A brand nobody knows needs time on site before it needs a form submission.

02

We opened on scale, then narrowed

A large visual hero establishes the sense of place, and the homepage then moves through progressively more specific ways of exploring, rather than presenting everything at once.

03

We built two entry points

Some travellers start with a destination. Others start with an experience they have always wanted: walking safaris, gorilla trekking, honeymoon or family journeys, a hot-air balloon. Both routes lead to the same journeys.

04

We restrained the interface

Large photography, confident typography, spacious layouts, quiet interface elements. Africa is the subject; the design's job is to stay out of its way.

The Go Do Africa mega menu open under Destinations: Southern Africa and East Africa columns beside a Plan Your Safari card.Destinations menu
The homepage Curated Safari Deals section: an elephant at sunset beside three deal cards, including a Namibia desert giraffe safari.Curated deals
The Go Do Africa countries page, full length: a hero over misty grassland, then a grid of ten country cards from Uganda to Botswana.Countries index
The Go Do Africa Travel Guides page, full length: a leopard hero over a guide download panel, then a grid of guide articles.Travel guides
The Serengeti National Park page: a hot air balloon over the plains at sunrise, with the heading Serengeti National Park.Serengeti
The Hwange National Park page hero.Hwange
The Kruger National Park page hero.Kruger
The site read the way it is actually browsed: the mega menu, the country and guide grids, and the places behind them.

Built to grow

The system had to absorb what did not exist yet.

At launch the catalogue was small. It was always going to expand across destinations, regions, national parks, islands, landscapes, accommodation and editorial content.

So the visual system was built with enough flexibility to take new content without redesign, and the page structures were kept deliberately consistent, so a visitor arriving at an unfamiliar place page already knows how to read it. For a company launching into a crowded category, that matters more than a perfect first homepage.

A phone half out of the chest pocket of an orange down jacket, its screen showing the Kenya Destination Guide page of the Go Do Africa site.
Most of this site is read on a phone, somewhere between an airport and a lodge. Every country guide opens the same way: the place named, one line on why, and the two buttons.

Deliverables

What we shipped.

  • Brand experienceThe digital expression of the positioning, carried through the site.
  • UX and UI designSite structure, homepage sequence, destination, place and experience templates, and the card systems.
  • WordPress design and buildThe delivered launch site.
  • Responsive designDesktop, tablet and mobile.
The site in use, recorded live: arrive, read two screens, and open Plan Your Safari. The page lands on one question, where in Africa, which is where the enquiry starts.

What changed

The position at launch.

  1. A brand with no audience launched with a site built to hold attention rather than demand a booking.
  2. Travellers can enter through a destination or through an experience they have always wanted.
  3. Destinations, regions, parks, islands and landscapes each have a place in one consistent structure.
  4. The visual system can absorb new content as the offering grows, without redesign.

A brand nobody knows yet cannot ask for the sale on the first screen.

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