We were asked to redesign the brand identity and website for one of East Africa's most well-established safari companies.
The challenge facing us was to take a collection of safari websites and develop an authoritative umbrella brand and site without diluting the identities of individual regions and camps. Nomad Tanzania approached us after they saw the site we launched for luxury island Vamizi. Their problem was that despite a wealth of content and imagery, their existing online presence didn't deliver an experience on a par with the company’s reputation for top-notch safari experiences. We felt that consistency of photographic style would be a good way to set an overall tone of the site.
We sent Jo Metson Scott (one of our favourite photographers) out to Tanzania to shoot all seven camps. We then broke the site down into three regions – North, West and South – giving each a template and logotype and using colour to identify individual camps within that region. These subtle sub-brands allow each area to feel unique without visitors drowning in a sea of logos. Once we were happy with the visual identities, we carefully crafted all of the ‘calls to action’ and messaging to provide clear and easy channels for visitors. The final identity system was rolled out to include brand guidelines, stationery and promotional brochures.
Since the relaunch in June 2011, Nomad Tanzania's visitor performance has rocketed – in that launch month alone, all measurements were up by a factor of 2 or more compared to the previous year.
“One Darnley Road are inspired, intuitive, fun, highly professional, and, obviously, hugely creative. Over the last couple of years they have produced superb design work for us – and served us a lot of great coffee!”
Amanda Mitchell, Head of Marketing, Nomad Tanzania