This is my art direction and creative project management portfolio. Today I design bespoke websites.
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ADINA Lodges

A luxury lodge brand built from nothing: logo, type, colour and first uses.

Client

ADINA Lodges

Sector

Hospitality

Year

2022

Scope

Brand foundations, visual identity, typography, colour standards and application guidance

ADINA Lodges logo in white over a lodge and lit swimming pool at dusk

ADINA Lodges launched as a new luxury lodge brand and had to look established from the first day. With no existing assets or standards to lean on, every early identity decision carried more weight.

The challenge

  • Create a premium brand position without any existing assets.
  • Design a logo system that stays recognisable in print, digital and on merchandise.
  • Choose type and colour that feel luxury-led without becoming decorative.
  • Prepare early applications so the identity could go into real use with less guesswork.

My approach

  • Defined the brand’s character: refinement, restraint and modern luxury.
  • Built a logo suite with a primary brandmark and a supporting icon.
  • Set typography standards to control hierarchy in future materials.
  • Prepared colour and application guidance for repeatable print and digital use.

The logo at work

The logo holding its character against hospitality imagery and dark grounds, without losing legibility.

  • The primary logo on a dark background.
  • The logo on a light ground.
ADINA Lodges logo with a gold AD monogram and white lettering on black
ADINA Lodges logo with a gold AD monogram and dark lettering on cream

On the lodge

The brand placed on the lodge itself and seen from the air, to test it in a real setting.

  • An aerial view of the lodge with the brand in place.
  • Inspiration imagery for the brand’s setting.
ADINA Lodges brand board with aerial lodge photos, a pool and the primary brandmark on grey

The type

The logomark and the two typefaces that control hierarchy and keep layouts consistent.

  • The logomark.
  • Monik in Light, Regular and Bold.
  • Montserrat in Regular, Medium and SemiBold.
ADINA Lodges AD logomark in brown on cream above the Monik and Montserrat font specimens

Rooms and colours

The brand applied in the interiors, beside a luxury colour palette defined for print and digital.

  • The brand in the interiors.
  • The colour palette with its codes.
ADINA Lodges brand board of lodge interiors with a six-colour palette from white to charcoal

The result

ADINA opened with a complete identity and the rules to keep it consistent.

  • An identity from scratchA complete brand identity system, built before the lodge had any assets of its own.
  • A flexible logo suitePrepared for print, digital and merchandise.
  • Type and colour standardsDefined for consistent hierarchy and tone.
  • A base for rolloutEarly applications gave the brand a clearer base for what came next.
ADINA Lodges logo in white over a house and swimming pool at dusk

“The brand finally looks the way we always wanted it to feel. When the files were handed over, everything was organized and ready to go. Our staff didn't have to guess how to use any of it.”

Partners, ADINA Lodges

Planning something like ADINA Lodges?

Email me if your new hospitality brand needs clearer foundations before rollout. I reply by email or WhatsApp.

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Planet Lodges logo in white over a lamp-lit cottage among trees at dusk

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Hi, I'm Alan.

This site is my portfolio of art direction and creative project management. Today my main service is bespoke website design. Read the quick answers below, or tell me about your project on WhatsApp.

Quick answers

Bespoke website design is my main service today. I also take on:

  • Art direction for brand identity, logo, photo shoot and campaign projects
  • Creative project management, from the first brief to the final files
  • Care and updates for websites that are already live

A website planned and designed for your business only. We agree who it is for and what visitors should do, then every page is designed around your own words, photos and brand. Nothing is cut or cropped to fit a ready-made theme.

Every website is priced after a short brief, and I reply with your price within two business days. See the websites at alansuccess.com.

I set the look before anything is made: the references, the colours, the type and how the photos should feel. I direct brand identity and logo projects, photo shoots and campaigns. I write the brief, choose the designers and photographers, and review their work until you sign off.

For the Rivertrees festive season, I set the Emerald Green theme and directed the shoot with Sky Studios. See the project.

I turn your ideas into one clear brief, choose the right studio or designer, and run every review until sign-off. The work can be a rebrand, a brand rollout across menus, signs and documents, or marketing materials such as brochures, posters, ads and social media content.

You deal with one person, so you don’t have to follow every detail yourself. For Lairs Camps, I wrote the brief for Yöy Agency and managed the work through to handover. See the project.

Planet Lodges, ADINA Lodges, Good Earth Tours, the British School of Zanzibar, Nomad Tanzania, Rivertrees Country Inn, Lairs Camps, Love Boo and Seissense.

See every project

Yes, including websites someone else built:

  • A redesign, or new versions of the pages that are not working
  • Tunza Website Care every month
  • A paid website review: a written list of what to fix first
  • Copy polish, or new copy for your pages
  • An email signature, a Google Business Profile, analytics or an email signup

Send me the link and what you need, and I confirm the price before we start.

Tunza Website Care, each month: about 30 minutes of small changes, updates with a backup first, a security check, a test message through your form, broken links fixed and a visitor report from Google.

Bigger changes are quoted. You can stop with a month’s notice.

Every website is priced after a short brief, because the price depends on your pages, your content and where your business is.

Art direction and creative project management are quoted after I read your brief, because each project is a different size. Your budget sets the scope, and your written quote confirms the price and dates before anything is booked.

In Tanzania. I work with brands across East Africa and with clients in the UK, Europe, Dubai and the USA. Every meeting is online, on WhatsApp, Zoom or Google Meet, so we don’t need to meet in person.

Send me a WhatsApp with what you need, your budget and your date, or use the form here. For a website, you can also send your brief at alansuccess.com, and I reply with your price within two business days.

I take on a few projects at a time, so the sooner you write, the more start dates you can choose from.

WhatsApp me your project

Prefer a form? Send your project here.