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Our Work · Tourism and Hospitality

One group, camps that keep their character.

SKL Group of Camps needed a brand that could hold several safari camps together without flattening what makes each one different. The website had to work the way travellers actually plan a safari trip.

  • Brand Strategy
  • Brand Identity
  • Website Design

Project overview

Client
SKL Group of Camps
Sector
Tourism and Hospitality
Service
Brand StrategyBrand IdentityWebsite Design
The full story is below

Background

The group behind the camps.

SKL Group of Camps runs a collection of safari camps across Botswana, each with its own setting, character and following.

Guests often research one camp in isolation, without realising it sits inside a larger group with its own standards and story.

Project overview

Project overview

Client
SKL Group of Camps
Location
Botswana
Website
sklcamps.com
A raised luxury tented room with a wooden deck at Camp Savuti, framed by trees.

Camp SavutiA tented room raised on decking, screened by riverine bush.

The interior of a thatched room at Camp Linyanti, with a canopied bed and en-suite bathroom.

Camp LinyantiA thatched room built for the heat, mosquito net drawn over the bed.

A shaded campsite clearing at Khwai, marked MK4, framed by tall trees.

KhwaiA shaded campsite pitch, the kind of ground the site now has to sell on its own.

Three camps, three characters, kept distinct across one site: Savuti’s luxury tents, Linyanti’s thatch, Khwai’s shaded pitches.

The problem

One name, many camps.

Each camp had built its own reputation, but nothing tied them together as a single, trustworthy group.

Without a shared brand, the group's collective strength was invisible to the travellers deciding where to stay.

Camp Savuti, read top to bottom
Booking a campsite
The site in use, live: a camp page read top to bottom, and the booking page. Muted, looping, playing only while they are on screen.

Our approach

We held them together without flattening them.

01

Mapping the group

We looked at how each camp differs and where the group identity needs to hold them together. This set the boundary between what stays camp-specific and what becomes shared.

02

Building the shared system

We built a brand system flexible enough to sit above every camp without erasing its personality. Each camp keeps its own name, feel and story within a consistent frame.

03

Designing for the research trip

We built the website around how safari travellers actually shop, comparing camps, checking availability, weighing locations. The structure guides that comparison instead of fighting it.

The live SKL Group of Camps homepage, full length, inside a desktop frame.
The homepage, live, end to end. It holds still until you reach it, then moves as you scroll: the welcome, the three camps, the activities, what guests say, the one button, and the footer.

Deliverables

What we shipped.

  • Group brand identityA visual identity that represents the group while leaving room for each camp's own character.
  • Camp-level brand guidelinesGuidance for how each camp expresses itself within the shared group system.
  • Website architecture and designA site structure built around how travellers actually research and compare safari camps.
  • Content and photography directionDirection for how each camp is presented in words and images across the site.
The SKL website on a phone, a laptop and a tabletThree devices
The SKL homepage on a desktop monitorThe homepage on a desktop
Tablets showing different pages of the SKL siteEvery page type
A tablet and a phone showing the Camp Savuti SpecialThe Camp Savuti Special
Three phones showing the Camp Linyanti pagesCamp Linyanti on a phone
A tablet held in two hands showing a journal articleThe journal on a tablet
A phone held in a hand showing a campsite pageA campsite page
A safari vehicle in golden grassland with the words Plan Your Ideal SafariPlan your ideal safari
Every page type the group needed, on the devices guests use.

What changed

The position at handover.

  1. Travellers researching one camp can now see it as part of a larger, trustworthy group.
  2. Each camp keeps its own character while sharing a consistent visual identity.
  3. The group has one coherent story to tell, instead of camps competing for attention separately.
A frame from the SKL Group of Camps film: two guests in an open safari vehicle, looking out at the bush.

SKL Group of Camps, the film

The film made for the launch. Press play and it opens full screen; leave full screen and it keeps playing here.

In the client’s words

Testimonial

Rachel Lemme

“Brandesis consistently exceeds our expectations with their creativity and commitment.”

Rachel Lemme, Fmr. General Manager, SKL Group of Camps

Bring your camps into one story.

Start a project See more of our work Engagements begin at P 42,500