Our Work · Travel and Tourism
A safari brand that refuses the safari clichés.
Go Do Africa was built from nothing: positioning, narrative, verbal identity and the launch website. The hardest part was not making it look premium. It was giving it something to say in a category where everyone sounds the same.
- Brand Strategy
- Brand Identity
Project overview
- Client
- Go Do Africa
- Sector
- Travel and Tourism
- Service
Background
A brand with no history and no shortcuts.
Go Do Africa was created as a new travel brand for East and Southern Africa, on a simple premise: Africa should be experienced, not simply visited.
There was nothing to refresh and nothing to inherit. Positioning, brand narrative, verbal identity, the brand experience and the launch website were all built from the ground up.
Project overview
Project overview
- Client
- Go Do Africa
- Industry
- Location
- East and Southern Africa
- Service
- Website
- godoafrica.com
Live your heart in Africa.
Where Every Journey Tells a Story.
The challenge
Everyone in this category sounds the same.
Safari travel is crowded, and very different companies end up sounding remarkably alike: wildlife photography, luxury language, adventure terminology, exclusivity, prestige, and the same destination-led messaging.
For a new entrant, looking premium is not a position. It is the entry fee. The brand needed a point of view: recognisably African but contemporary, emotional without being sentimental, premium without being distant, knowledgeable without being intimidating, and adventurous without turning the continent into a spectacle.
The mark on black
Mark to favicon
A destination page, on a laptop
The launch siteOur approach
We widened the territory, then built inside it.
We started where travel actually starts
Not with logistics. With a photograph, a story, a place someone has always wanted to see, the thought of waking somewhere completely unfamiliar. The brand was built to create the desire before it sold anything.
We claimed a wider emotional territory
Landscapes and wildlife, but also people, food, stillness, movement, culture and the moments that stay with someone long after the journey. That range is what the category leaves on the table.
We explored the mark in the open
Nine routes across three families were built and argued against the positioning, so the decision was made on the strategy rather than on personal taste.
We designed restraint into the launch
The website leads with large photography, confident typography and spacious layouts, with interface elements kept deliberately quiet so the destinations stay the subject.
The mechanism
A platform, not a brochure.
The launch site was built as a starting point for discovering the continent rather than a funnel of offers and booking prompts. Visitors arrive at destinations, featured journeys, experiences and places to stay, and can move between them.
The visual system was built with enough flexibility to absorb new destinations, journeys, accommodation and travel content as the brand grows, which for a company launching into a crowded category matters more than a perfect first homepage.
Anchors for the logo, key graphics and signature brand elements
Supportive tones for environments, digital space and service branding
Seasonal accents for campaigns and visual storytelling
Every colour is named and reasoned in the brand system: Lodge Green from canopy and seclusion, Savanna Orange from sun-baked metal and architectural warmth, Indigo Wood Blue from carved grain. The values are the ones the system specifies, not sampled by eye.
Aa
The one face carrying the whole live site: headlines, navigation and body, told apart by weight rather than by mixing faces.
- H1 44Live your heart in Africa.
- H2 30Discover Africa’s Rhythm of Untamed Beauty
- Nav 16Destinations
The colour system
Twenty colours, specified to be used, not admired.
Every colour is named and reasoned on the delivered boards. Lodge Green comes from canopy and seclusion, Savanna Orange from sun-baked metal and architectural warmth, Indigo Wood Blue from carved grain. The rationale travels with the value, so the palette survives contact with a real team.
Okavango DeltaA poler on a mokoro at sunset, the Delta’s papyrus channels behind him. The identity waits for the picture to do the work.
Maasai MaraTwo guides on foot among elephants on open grassland. Endless plains, told plainly.
Victoria FallsA helicopter crossing the spray at sunset. Water, mist and power, seen from above rather than described.
Deliverables
What we shipped.
- Brand strategy and positioningThe point of view, and the emotional territory the brand occupies that its competitors do not.
- Brand narrative and verbal identityHow Go Do Africa talks about Africa, and the lines it leads with.
- Colour systemThree tiers of specified colour, mapped to function and to feeling.
- Logo and brand elementsThe mark, the palette and the supporting system.
- Launch websiteDesign and build on WordPress, structured for discovery rather than for conversion alone.
What changed
The position at launch.
- A new brand entered the category with a stated point of view rather than a premium veneer.
- The emotional territory covers people, food, stillness and culture, not only wildlife and luxury.
- The website works as a place to discover Africa rather than a list of products to buy.
- The visual system is built to absorb new destinations and journeys as the offering expands.