strategy@theascend.net

Planet Lodges rebrand rollout and brand standards

Client
Planet Lodges
Design
External
Expertise
Rebrand Direction, Brand Standards
Year
2022
Planet Lodges rebrand rollout case study visual
A founder-aligned identity reintroduction, governed end to end and delivered as a complete, usable brand system.

Context

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, but it did not give the brand enough distinction or system value for future use.

Scope: rebrand direction; designer sourcing; creative briefing; founder review control; brand standards handover.

Challenge

  • Move from a generic initial-led mark to an owned symbol with clearer sustainability meaning.
  • Set a quiet premium tone that felt timeless and natural without losing warmth.
  • Maintain founder alignment through controlled review rounds.
  • Deliver brand files in a way future marketing and operations teams could use correctly.

Approach

  • Planned the project structure and approval stages before design execution began.
  • Sourced and assessed external designers, shortlisted three, then appointed the best fit for the work and founder style.
  • Authored the direction brief, covering brand meaning, tone, references, visual expectations, and practical usage needs.
  • Controlled review feedback so decisions moved towards standards, not personal preference.

Visuals I

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)

Planet Lodges rebrand rollout case study visual
Before
After
Planet Lodges rebrand rollout case study visual
Planet Lodges rebrand rollout case study visual

The rebrand was handled perfectly. The quality is exactly what you would want, and I would recommend this approach to anyone without a second thought.

Director
Planet Lodges

Visuals II

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

Planet Lodges rebrand rollout case study visual

Visuals III

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

Planet Lodges rebrand rollout case study visual
Planet Lodges rebrand rollout case study visual
Planet Lodges rebrand rollout case study visual

Outcome

  • Complete identity kit delivered across logo files, official fonts, brand board, colour palette, and brand patterns.
  • Full logo system produced for primary, secondary, centred, and icon use.
  • Typography, colour, and pattern standards gave the brand clearer future-use rules.
  • Founder feedback was organised into a practical approval path and final handover.

Email me if your rebrand needs senior direction before a designer starts: st******@*******nd.net.