Planet Lodges was entering a new phase that required a clearer, more refined identity to match the guest experience: genuine Tanzanian hospitality delivered with care and calm sophistication. The previous mark functioned as a basic monogram, with limited meaning beyond initials and little ability to express sustainability or long-term intent. The reintroduction anchored direction in the founders’ original reference point: Sage, chosen to symbolise harmony with nature, balance, and renewal, then translated into an owned emblem and a system designed for consistent use.
End-to-end oversight covered project planning, external designer selection, briefing, founder alignment, and structured approvals, delivered fully remotely with disciplined decision control.
Scope: Creative Briefing & Intent; Agency & Vendor Coordination; Sign-off & Feedback Control; Stakeholder Reporting.
— Move from a generic, initial-led mark to an owned symbol with clear sustainability meaning
— Set a premium, quiet tone that feels timeless and natural, without losing warmth
— Maintain founder alignment through controlled reviews, clear options, and clean sign-off stages
— Deliver a system that external teams can apply without interpretation drift
— Planned the project structure and approval stages before design execution began
— Sourced and assessed external designers, shortlisted three, then appointed the best fit for capability and founder working style
— Authored the creative brief, including success criteria, non-negotiables, and inspiration boundaries
— Supplied curated references to anchor the direction in Sage-led nature symbolism and refined hospitality cues
— Managed the founder-to-designer loop, translating feedback into clear, actionable direction and preventing visual drift
— Guided option reviews towards the most durable identity route, suitable for long-term use and future investment
— Oversaw full system delivery: logo suite, palette, typography hierarchy, patterns, brand board, and organised handover folders
Identity clarity and symbol ownership, showing the move from initials to a sustainability-led emblem designed for continuity.
Visuals: Old logo vs new logo comparison; primary logo presentation; logo variations (emblem left; emblem only; centred); colour palette part 1 (primary)
Inspiration and imagery direction, defining what the brand references and how future photography should appear.
Visuals: Inspiration and imagery references; imagery direction for future use; colour palette part 2
System discipline through typography and pattern work, extending recognition beyond the mark into repeatable brand texture.
Visuals: Typography system (Ageo; Riverflows; The Billion); brand patterns; pattern application; and digital signature
— Delivered a complete, organised identity kit across five folders: Logo; Official Fonts; Brand Board; Colour Palette; Brand Patterns
— Produced a full logo system: Primary; Secondary; Centred; Logomarks/Icons
— Established the approved typography set: Ageo (primary); Riverflows and The Billion (secondary)
— Introduced two patterns to extend recognition and add depth across digital and print use
— Supported a higher internal benchmark for brand investment, contributing to later renovations and a refreshed website direction