strategy@theascend.net

Good Earth Tours rebrand rollout

Client
Good Earth Tours
Design
External
Expertise
Rebrand Direction, Brand Standards
Year
2021
Good Earth Tours rebrand rollout case study visual
End-to-end senior oversight for a full rebrand, modernising the identity, tightening approval decisions, and delivering a practical system that teams and vendors can use without interpretation.

Context

Good Earth Tours positions itself as an ethically responsible safari operator in East Africa, built around a Travel Responsibly promise and the values Community, Discovery, Adventure, and Passion. The existing identity needed stronger consistency and a clearer visual standard for future marketing use.

Scope: rebrand direction; designer briefing; stakeholder review; brand standards; practical handover.

Challenge

  • Modernise a legacy logo without losing recognisability.
  • Keep decisions clear across stakeholders and an external designer.
  • Build an identity system that works in real use, not only in mockups.
  • Give the team standards they could apply after handover.

Approach

  • Defined the rebrand goal, success criteria, and approval path before design work began.
  • Commissioned and directed an external designer through a clear brief and reference set.
  • Ran review rounds with consolidated feedback so the work stayed focused.
  • Checked logo, colour, typography, patterns, and applications against practical rollout needs.

Visuals I

Identity change in full, from legacy mark to the new zebra-based system, with a clear logo suite that makes usage decisions easy to repeat.
Visuals: Old logo; new logo; construction grid; primary logo applications; secondary logo applications; circular version

Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual

The rebrand has completely changed how we present our tailor-made safaris. We finally have a visual identity that matches the experience we provide on the ground. It has given our international agents much more confidence in selling our packages.

Co-founder
Good Earth Tours

Visuals II

Colour, typography, and patterns locked, including Visby CF as the single brand font, so every new asset reads as one brand.
Visuals: Colour palette; font (Visby CF); brand patterns

Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual

Visuals III

Real-world applications shown in context, proving the identity holds up before wider rollout work begins.
Visuals: Brand patterns; stationery mockups; apparel mockup; phone wallpaper mockup

Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual
Good Earth Tours rebrand rollout case study visual

Outcome

  • A full rebrand delivered as a usable identity system with standards, files, and workflows.
  • Legacy logo modernised into a clearer zebra-based system.
  • Colour, typography, patterns, stationery, apparel, and digital mockups gave the team clearer usage direction.
  • The approval path reduced subjective review and made the handover easier for future marketing.

Email me if your tourism or safari brand needs a rebrand direction review: st******@*******nd.net.