This is my art direction and creative project management portfolio. Today I design bespoke websites.
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Good Earth Tours

A new zebra mark and brand system for a responsible safari operator.

Client

Good Earth Tours

Sector

Tourism

Year

2021

Scope

Rebrand direction, designer briefing, stakeholder reviews, brand standards and handover

Safari vehicle with a Good Earth Tours spare wheel cover driving past zebras on the plains

Good Earth Tours is an ethically responsible safari operator in East Africa, built around its Travel Responsibly promise and the values Community, Discovery, Adventure and Passion. Its identity needed stronger consistency and a clearer standard for marketing.

The challenge

  • Modernise a legacy logo without losing recognition.
  • Keep decisions clear between the stakeholders and an external designer.
  • Build an identity that works in real use, beyond the mockups.
  • Give the team standards they could apply after the handover.

My approach

  • Defined the goal, the success criteria and the approval path before design began.
  • Commissioned the external designer and directed the work through a clear brief and references.
  • Ran review rounds with consolidated feedback, so the work stayed focused.
  • Checked the logo, colours, type, patterns and applications against real rollout needs.

Old mark, new mark

The full identity change, from the legacy mark to the zebra-based system, with a logo suite that makes usage decisions easy to repeat.

  • The old logo beside the new zebra mark.
  • The construction grid.
  • Primary, secondary and circular versions.
Former Good Earth Tours logo, a zebra in front of a blue and green globe
Good Earth Tours round badge, a terracotta zebra head ringed by Travel Responsibly
Good Earth Tours zebra mark drawn on a construction grid beside three small icon tiles
Good Earth Tours logo in terracotta and white on dark green with faint zebra stripes
Good Earth Tours logo versions on terracotta, light grey and dark green panels

Colour, type and pattern

Colour, typography and patterns locked, with Visby CF as the single brand font, so every new asset reads as the same brand.

  • The colour palette.
  • Visby CF as the brand font.
  • The zebra patterns.
Good Earth Tours palette of five colours with Visby CF bold and regular type specimens
Good Earth Tours terracotta zebra-stripe pattern beside the name in white on dark green

In use

Real-world applications that show the identity holding up before wider rollout.

  • Stationery and business cards.
  • Apparel.
  • A phone wallpaper.
Good Earth Tours stationery set with a dark green folder, envelope, business cards and phone
Good Earth Tours dark green folder with letterhead, business card and pen
Two stacks of Good Earth Tours business cards showing the logo and contact side
Good Earth Tours white and dark green T-shirts with the logo and round badge
Good Earth Tours letterhead, envelope, business card, pin badges, pens and a green tube
Two phones showing the Good Earth Tours zebra mark on dark green and on white

The result

The rebrand was delivered as a system the team can use without interpretation.

  • A complete, usable rebrandDelivered with standards, files and workflows.
  • A modernised markThe legacy logo became a clearer, zebra-based system.
  • Clear usage directionColour, type, patterns and mockups show how the brand should look on stationery, apparel and screens.
  • An easier handoverThe approval path reduced subjective reviews and made the handover easier for future marketing.
Good Earth Tours logo above a herd of zebras drinking at misty water

“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

Planning something like Good Earth Tours?

Email me if your tourism or safari brand needs a rebrand direction review. I reply by email or WhatsApp.

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

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ADINA Lodges brand foundations
British School of Zanzibar logo in white on red beside a smiling pupil in red

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British School of Zanzibar rebrand rollout

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.