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 had become a limit on growth. It wasn’t holding up across real brand materials, and it wasn’t helping the business present itself with the confidence expected in a premium travel category.
The rebrand was run from inception to final delivery: stakeholder input was turned into one clear studio brief, review rounds were kept tight and decision-led, approvals were controlled, and the final identity system was packaged for immediate use across print and digital.
Scope: Creative Briefing & Intent; Agency & Vendor Coordination; Sign-off & Feedback Control; Stakeholder Reporting
— Modernising a legacy logo without losing recognisability
— Keeping decisions clear across stakeholders and an external designer, so approvals stayed decisive
— Building an identity system that works in real use, not only in a presentation deck
— Creating standards and files that protect brand consistency when different vendors step in
— Reducing delays by tightening workflows and brand compliance checks
— Defined the goal of the rebrand, success criteria, and the approval path before design began
— Commissioned and directed an external designer through a clear brief and reference set
— Ran review rounds with consolidated feedback and single decision points to keep progress clean
— Restructured workflows, hired skilled vendors where needed, and enforced design and brand compliance to reduce delays
— Locked the identity system details: logo suite, colour palette, typography, usage rules, and patterns
— Packaged delivery for use: folders, source files, editable stationery assets, and visual guidance for third parties
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
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
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
A full rebrand delivered as a usable identity system, with standards, files, and workflows designed to keep output consistent and reduce avoidable delays.
— Customer engagement increased by 25%
— Project delays reduced by 50% by restructuring workflows, hiring skilled vendors, and ensuring design and brand compliance, delivering high-quality creative work on time
— Six delivery folders packaged for practical use: Logo; Official Font; Stationery; Presentations; Brand Pattern; 3D Mockups
— Logo system supplied with source file (.ai) plus PNG variations organised by use: Icons; Primary; Secondary; Circled
— Official font set to Visby CF v4.2 (premium licence) with 8 weights, defined as the standard for all future design work
— Stationery supplied as editable source files (.ai) with business cards, folders, phone wallpapers, and letterhead designs
— Presentation files supplied in two versions (detailed and short) to guide third parties on colour codes, shades, and typography
— Brand patterns delivered as zebra patterns for consistent supporting graphics and layouts