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

A new brand for a group of luxury safari camps, opening with Jackals’ Lair.

Client

Lairs Camps

Sector

Hospitality

Year

2025

Scope

Creative briefing, studio coordination, review control, approvals and handover

A Lairs Camps tent with the bed made up, and the Lairs Camps logo

Lairs Camps is a new luxury safari camps brand, opening with Jackals’ Lair and more Lair properties to follow. It had to look established from the first day and leave room for the camps to come.

The challenge

  • The brand had to look credible from its first public release.
  • The owners’ preferences had to become a single, clear brief for the studio.
  • Studio reviews needed controlled feedback instead of scattered comments.
  • Files and usage rules had to work for every future Lair property.

My approach

  • Set the foundation deliverables before the studio started work.
  • Wrote the direction brief: tone, theme, messaging, naming and the tagline.
  • Checked imagery, type, colour, logo use and the first applications against that brief in every review.
  • Managed feedback, approvals and the handover, so the team can use the system without reinterpreting it.

The logo and colours

The core of the identity on a single sheet, so approvals stay simple and every future asset starts from the same standard.

  • The primary logo and its three variations.
  • The five brand colours the team works from.
  • The reference for every approval.
Lairs Camps brand sheet with the logo on green, a five-colour palette and three logo variations

The look and the type

Imagery and typography set together, so the look and tone of every future piece stay consistent.

  • Inspiration images: tent interiors, wildlife and warm evening light.
  • Lora and Lexend Deca as the two brand typefaces.
  • A clear guide for choosing future photography.
Lairs Camps inspiration board of tent interiors, a giraffe and sunset, plus Lora and Lexend fonts

The kit for new camps

The working kit that turns the identity into patterns, merchandise and social templates, so a new camp opens without starting again.

  • The leaf pattern and brand accents.
  • Merchandise, from tote bags to mugs.
  • Social media templates ready for the next camp.
Lairs Camps leaf pattern applied to a green tote bag, enamel mug and Instagram posts

The result

Lairs Camps went public on a clear, complete base.

  • A complete identity before launchLogo, colours, type, pattern and templates were ready before Jackals’ Lair went public.
  • Ready for the next campThe same system is prepared for every future Lair property, so each opening starts from the same standard.
  • Files the team can use every dayDocumented standards and organised files for day-to-day work.
  • A cleaner approval processStakeholder feedback went through a single review path, from the first draft to sign-off.
Lairs Camps logo over people in safari chairs watching a sunset across the plains

“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

Planning something like Lairs Camps?

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

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Two children's faces framed by leaves, with the Love Boo script logo in white

Next project →

Love Boo relaunch plan and asset reset

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.