Cult of Africa — Ongoing Brand & Design Partnership

Overview
Cult of Africa is a luxury travel business creating bespoke Southern African experiences for an international, primarily Russian-speaking clientele.
Our relationship began with developing the brand identity and has grown into an ongoing creative partnership spanning client itineraries, presentations, maps, travel documents, marketing material, digital content and branded collateral.

Challenge
Luxury travel involves a huge amount of information, but the client experience still needs to feel effortless.
The challenge has been to create communications that are beautiful and aspirational while also making complex itineraries, destinations and practical travel information clear and easy for clients to navigate — often across different languages.

Approach
Because I work closely with the Cult of Africa team on an ongoing basis, I’ve developed a strong understanding of their business, their clients and the level of experience they want to provide.
That allows me to take their ideas and information and determine how best to communicate them visually — from a single piece of collateral to detailed multi-page travel itineraries.
The result is a flexible design language that can adapt to very different journeys and requirements while still feeling unmistakably Cult of Africa.

Result
Cult of Africa now has a cohesive visual presence that extends throughout the client journey — from initial communication and trip planning to the materials travellers receive during their experience.
What began as brand development has become an ongoing partnership where design is part of how the business delivers a considered, high-end experience.

And the recent 34-page Whale Odyssey itinerary is excellent evidence of that complexity: it combines accommodation, routes, organisational details, packing information and a detailed 11-day itinerary into one client-facing piece.