Expert Africa
Expert Africa is an award-winning travel company specialising in high-quality, tailor-made and sustainable safaris to Southern and East Africa. As they approached their 25th anniversary, it came time to revitalise their well-respected and established business. They entrusted us to evolve their brand and all customer communications sympathetically.
Challenge
After an extensive pitch process, we were chosen to revitalise every facet of Expert Africa from brand and all client collateral, to website, social media and tone of voice. The challenge was to update the entire offering while maintaining the two decades of brand equity and not alienating the strong, existing customer base.
Insight
After conducting extensive research we created a working 'brand bible' covering every aspect of the brand, it's personality, customer behaviour, and the vision of the owner. Due to scope of the research, the brand bible quickly formed the blueprint for the brand moving forward, and helped inform the wider team where we were heading.
Delivery
Once the branding and guidelines had been completed, we moved onto honing the Tone of Voice for documentation and Social Media.
In tandem to defining the Tone of Voice, we created all of the Expert Africa client touchpoints. From quote and invoice templates to travel packs and local traveller guides, even down to the lugguage tags for their safaris.
From exploring the wonders of
Africa to exploring online
The next step was working closely with our digital partners for over a year across design, user experience, system integration, content management and SEO, to deliver a platform that showcased Expert Africa's local expertise while also being refreshingly personal.
Outcome
After a successful launch, the new Expert Africa experience was featured in publications including The Times, The Telegraph, The Independent and Frommer’s. The combination of great data, usability and convenience cemented Expert Africa’s reputation as an industry leader and true specialist in its field.
Let's make it happen
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