Signature Safaris: The Visual Brand

Simon Lacey the managing director of Signature Safaris contacted us in early 2008 to create a new brand identity for his company Diplomatic Travel.  Simon had been trading as Diplomatic Travel for 20 years, specialising in both luxury tailor made beach & safari holidays in Southern Africa and jazz tours to New Orleans.  Simon recognised his need to grow and separate the two. He said “This is an exciting evolution in the company and underlines our total commitment to providing high quality tailored safaris in Southern Africa”.

Our first task was to help Simon with brand development, this included a new name and identity for the Safari side of the business.  We established his target audience and the main essence of his business which lay in the personal and expert service provided by him and his team.

Our challenge was to create a brand that met the needs of the target audience and portrayed the intimate caring side of the business and yet positioned them to compete with the much larger travel operators.

After a thorough process, we settled on the name Signature Safaris with the strap line “Quality beyond imagination” which we felt conveyed the company perfectly.

From here we developed the brand identity and supporting creative communications to reflect the quality and substance of Signature Safaris and the enigmatic nature of Africa.


 

Overview