Lairs Camps was introduced as a new luxury safari camps brand, launching with Jackals’ Lair and planned future Lair properties. In a premium category, the identity needed to feel established from the first release, while remaining consistent as the camp line expands and more materials are produced. The foundations phase required one delivery lead to convert stakeholder input into a single, usable studio brief, including tone, theme, messaging structure, and naming and tagline guidance.
Senior direction then controlled the review process, consolidated feedback into clear actions, and managed approvals so decisions stayed clear and standards held throughout delivery. The phase closed with a packaged brand identity system designed for real use after launch, not simply presentation.
Scope: Creative Briefing & Intent; Agency & Vendor Coordination; Sign-off & Feedback Control; Stakeholder Reporting.
— A new brand needed to look credible from day one, without variation across early outputs
— Multiple viewpoints had to become one usable brief, not a collection of preferences
— Studio reviews needed disciplined feedback and clear sign-off, so decisions stayed final
— The system had to support future Lair properties, not only the first launch
— Handover needed to be operational: correct formats, clear folder logic, naming rules, and version control
— Scope and phasing defined first, with foundation deliverables agreed before studio work began
— A direction brief produced to lock tone, theme, messaging structure, and naming and tagline guidance
— Imagery and typography references set early to establish the creative standard before assets multiplied
— Review rounds run with feedback consolidated into clear actions for the studio
— Sign-off controlled through explicit approval steps, keeping decisions decisive and reducing avoidable rework
— Readiness checks completed across priority launch materials (website content, decks, documents) against the agreed standard
— Brand system structure set up for real use: folders, naming rules, version control, and master files
— Handover pack delivered with README guidance and templates so internal teams could apply the system without guesswork
Identity core captured in one place, so approvals stay simple and every future asset starts from the same standard.
Visuals: Primary logo; colour palette; logo variations
Imagery and typography set together to define the look and tone, making future creative choices easier to keep consistent.
Visuals: Inspiration imagery; typography
The working kit for repeatable execution, translating the identity into patterns, applications, and social templates without re-interpretation.
Visuals: Accents and patterns; application; social media templates
A complete brand identity system for a new camps brand, built to scale across the wider Lairs line. Delivered as documented standards, production-ready files, and an organised handover structure designed to keep output consistent as new properties and materials are added.
— 9 system folders delivered: Brand Sheet, Logos, Patterns, Icons, Templates, Fonts, Colour, Master files, plus usage notes
— 5 production file formats supplied: AI, EPS, SVG, PDF, PNG
— 6 logo sets packaged: Primary, Reverse, Mark, Positive, Negative, Gold, supplied for real backgrounds and production needs
— 2 Canva social templates delivered: branded single post and carousel templates set up for consistent content
— Also included: email signature template; icon colourways (gold, green, white); full colour spec sheet (HEX, RGB, CMYK, Pantone)