Our Work

Rebranding South Africa’s largest booking website

Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website
Rebranding South Africa’s largest booking website

The travel industry is rife with overused visual metaphors. When we think about travel brands, sunshine, sea and palm trees immediately spring to mind.

SafariNow wanted to carve a unique space for their rebrand, one that continues to communicate their No 1 status and removes them from being associated with safari holidays, thereby producing a modern personalised brand that speaks directly to their audience.

Through our exploration (where we exhausted every possible icon approach) we arrived at delivering a brand that communicates that ”holiday feeling”, through inspirational images and a logo that is legible and performs well in the website’s header banner.

Even more recently SafariNow reviewed their brand position in the market and the BIG decision was made for a name change. StayNow was chosen as it reflects the accommodation portal’s scope better; an important consideration as the company grows in a world wide market. Being an online business, a name change involves a big risk if the SEO and online link integrity is not  maintained. From a visual perspective we needed to make sure the recognistion stays true to the original logo, yet take advantage from the new letter shapes of a shorter word. After some tweaking we achieved a good balance between the “w” of “Now” and the “y” of Stay. Although the name is made up of two words, it still communicates as a single unit without affecting legibility.