Africa Born

Crafting a web experience as exclusive as the safaris themselves

Live website

https://www.africa-born.com

Duration

2024-Current

The challenge

Africa Born, a luxury safari operator specialising in bespoke African expeditions, faced a critical challenge: their existing website focused heavily on destinations rather than the exclusive experiences that set them apart. The site was cluttered, text-heavy, and did not reflect the high-end, personalised nature of their offerings. This disconnect was not only impacting their brand image but also limiting their ability to attract the discerning, high-net-worth clientele they targeted.

The Africa Born team wanted a website that would better showcase their unique selling point, which is that they offer an experience-first approach, not just standard itineraries tied to specific locations. 

The website needed to be rebuilt and rewritten to align with their luxury brand, improve user experience, refine the brand voice, and drive high-value inquiries.

“We love our new website and are so happy with how it has turned out. Boost has been highly professional, creative, and patient every step of the way.”

Hen Parazzi

Marketing Director

The solution

Putting experience first – in travel and design

To meet Africa Born's goals, our team undertook a comprehensive website redesign, focusing on the customer experience in more ways than one. We aimed to create a digital platform that not only offered an intuitive and engaging user experience (UX) but also fundamentally shifted the website's content to highlight the unique, tailor-made safari experiences Africa Born sells, rather than just destinations. Our team also delivered a full suite of copywriting for the new website to ensure the written content matched the tone, refinement and storytelling expected of a premium travel brand.

Experience-focused UX

Our UI/UX design strategy reimagined the site architecture to reflect Africa Born’s offering. Instead of organising trips by country, the new structure guides visitors through curated adventures, categorised by "Safari by Land," "Safari by Air," and "Safari by Water." This better reflects the diverse and tailored journeys that Africa Born offers.

Refined brand identity

We refreshed Africa Born’s visual identity to better reflect their luxury positioning – streamlining the logo, curating a refined colour palette and typography, and introducing a more consistent visual language. We also defined a distinctive, experience-led brand voice to strengthen recognition and resonance across all communications.

Innovative

Webflow development

Using Webflow, we built a responsive, high-performance website that functions seamlessly across all devices. We incorporated Africa Born’s extensive library of high-quality photography and video to create a rich visual experience. Subtle animations and interactions added depth to the site’s storytelling, while a custom Webflow CMS gave the team control over future updates. The new site structure, paired with our strategic, SEO-focused copywriting, ensures users quickly understand Africa Born’s differentiated offer, while also improving visibility among high-intent luxury travel audiences.

Repositioned, refined and resonating with the right audience

Africa Born’s new website and improved visual identity have successfully repositioned them as a leader in ultra-luxury safari experiences, with a website that matches the exclusivity of their offerings.

By shifting focus from destinations to experiences, the site now tells a compelling brand story that resonates with Africa Born’s high-net-worth clientele.

Early SEO data shows an upward trend in traffic to the site’s key experience pages, indicating growing visibility and engagement. This is a promising start to longer-term growth in enquiries and bookings.

By aligning the digital experience with the brand’s true value, Africa Born now presents itself as the exclusive, high-end operator it always was.

Ready to reposition your luxury travel brand for growth?

To find out how we can help transform your digital presence to match your premium offerings, get in touch with one of our luxury travel marketing experts today.

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What we do.

Brand Design

Combining your insights with our digital innovation capabilities, we’ll help you create the strategic foundation for your travel brand’s digital marketing strategy. 

Brand Experience

As a Webflow partner, we’ll translate your travel and tourism brand’s essence into a compelling digital presence that resonates with your target audience.

Brand Evolution

From blog posts to SEO and more, grow your brand’s reach in the tourism space so you can engage with the travellers who are most likely to book with you.