strategy@theascend.net

Lairs Camps brand foundations and delivery oversight

Client
Lairs Camps
Design
Yöy Agency, USA
Expertise
Brand Foundations, Delivery Oversight
Year
2025
Lairs Camps brand foundations case study hero image
Senior oversight for a new luxury safari camps brand, with clear creative direction, controlled approvals, and a handover system designed for consistent use as new camps are added.

Context

Lairs Camps was introduced as a new luxury safari camps brand, launching with Jackals’ Lair and planned future Lair properties. In a premium category, the identity needed to feel established from the first release, while still leaving room for future properties. The work focused on turning stakeholder input into a studio-ready direction and keeping the review process disciplined.

Scope: creative briefing; studio coordination; review control; approval direction; brand handover.

Challenge

  • A new safari camps brand needed to look credible from the first public release.
  • Stakeholder preferences needed to become one clear studio brief.
  • Studio reviews needed controlled feedback, not scattered comments.
  • File handover and usage rules had to support future Lair properties.

Approach

  • Set foundation deliverables before studio work began.
  • Built a direction brief for tone, theme, messaging structure, naming, and tagline guidance.
  • Reviewed imagery, typography, colour, logo use, and early applications against the agreed direction.
  • Managed feedback, approvals, and handover so the final system could be used without constant reinterpretation.

Visuals I

Identity core captured in one place, so approvals stay simple and every future asset starts from the same standard.
Visuals: Primary logo; colour palette; logo variations

Lairs Camps brand foundations case study visual

When you have a complex design rollout, things easily get diluted. Shockingly...they kept the vision for Lairs Camps sharp right from the start. The feedback was always clear, which let us do our best work without the usual endless revisions.

Founder
Yöy Agency

They've been leading our projects for four years now. It’s incredibly rare to find someone who can manage multiple agencies and just keep everything moving. The standards stay high, and I don't have to get involved in the details.

Marketing Director
Lairs Camps

Visuals II

Imagery and typography set together to define the look and tone, making future creative choices easier to keep consistent.
Visuals: Inspiration imagery; typography

Lairs Camps brand foundations case study visual

Visuals III

The working kit for repeatable execution, translating the identity into patterns, applications, and social templates without re-interpretation.
Visuals: Accents and patterns; application; social media templates

Lairs Camps brand foundations case study visual

Outcome

The project gave Lairs Camps a clearer base before public rollout.

  • Complete identity system prepared for Lairs Camps and future property use.
  • Documented standards and organised files delivered for day-to-day use.
  • Logo, colour, type, pattern, application, and social template direction brought into one system.
  • Stakeholder feedback moved through a cleaner review and approval process.

Email me if your hospitality brand needs clearer foundations before launch: strategy@theascend.net.