Explorer
Reimagining a heritage safari brand for the modern luxury traveller
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The challenge
Explorer, formerly Wildlife Explorer, had built four decades of expertise crafting private African safaris, but their digital presence didn't reflect this legacy. The website lacked cohesion and structure, not quite capturing the sophistication of their offering or their ambitions for growth.
With plans to expand beyond Africa, the family-run business wanted a name and brand that reflected their broader vision. They recognised that the “Wildlife” element tied the brand too closely to Africa and specific safari experiences, limiting its appeal for new destinations and audiences.
They needed a complete brand transformation that honoured their heritage while positioning them as a contemporary luxury travel brand capable of resonating with a new generation of discerning travellers and supporting future growth worldwide.
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We are getting some amazing feedback on the website, which I’m thrilled about, and I’m sure you all will be as well.
Hunter Strand

The solution
Setting the course for refined identity
Working closely with the Strand family, we delivered a complete brand and digital transformation for Explorer. This included a sophisticated rebrand with a reimagined logo, new typography, and refined colour palette, alongside a full website rebuild in Webflow. We delivered fresh messaging and an evolved brand narrative that positioned the Strand family’s expertise as their key differentiator, while implementing a solid SEO strategy and content framework. Every element was designed to honour Explorer's 40-year heritage while sharpening their positioning in the luxury travel market and creating a scalable foundation for expansion beyond Africa and signalling a confident step into new destinations.
Digital focus
Explorer’s new Webflow website brought the refined identity to life with improved architecture, faster performance, and increased SEO visibility. We restructured the site around journeys and experiences rather than just destinations, giving visitors clear insight into the family's philosophy and expertise. This focused structure ensures the brand ranks for high-intent search terms, helping attract discerning travellers. At the same time, the site provides a scalable framework for future expansion beyond Africa into new regions, trips, and stories, allowing Explorer to grow while maintaining a cohesive, luxury-aligned digital presence.
Narrative and voice
Together with the Explorer team, we developed a distinctive brand narrative centred on "crafted journeys that go beyond the map”, celebrating Explorer's deep roots in Tanzania and their commitment to meaningful, personalised travel. Website copy, headings, and storytelling were carefully written to convey authenticity, expertise, and sophistication in a unified voice that resonates with discerning travellers. Clear messaging and tone guidelines now provide the Explorer team with a framework to maintain this voice across all communications, ensuring the narrative supports the brand’s ambitions to expand beyond Africa and new destinations.

Refined design
The new direction
A key element in Explorer’s transformation was brand identity. We reimagined the logo, keeping the heritage compass but refining it with geometric details that signal luxury. Beyond the logo, we refreshed typography, curated a polished colour palette, and developed imagery guidelines that balance tradition with elegance. This holistic approach ensured that the shift from Wildlife Explorer to Explorer reflected the brand’s ambition to go beyond Africa, making the change more than cosmetic. It represented a genuine evolution in how the brand presents itself, ensuring consistency and premium positioning across every client interaction.
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Encapsulating a unique, rewarding travel experience
Explorer now projects the sophistication and confidence that their decades of expertise deserve. The rebrand and digital changes have successfully repositioned them as a modern luxury travel company while honouring the family heritage at their core.
The refined visual identity, from the evolved compass logo to the premium typography, creates immediate recognition across every touchpoint. Combined with the new Webflow website, Explorer has a cohesive digital presence that matches their reputation for delivering extraordinary experiences.
This foundation also supports their ambitious growth plans, giving them the tools to expand into new regions while maintaining the authenticity and personal touch that sets them apart.
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Explorer is now ready to guide a new generation of travellers on journeys that truly go beyond the map.
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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.