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Client: Community Guides Nairobi National Park
Scope: Brand Identity Design, Website
Design & Development
Role: Lead Designer & Strategist
Year: 2024
In 2024, I had the privilege of leading the full internal and visual rebrand of Community Guides Park Adventures, a tourism company redefining eco-tourism in Nairobi. Our mission was to craft a brand that speaks directly to the modern traveler curious, conscious, and deeply connected to nature and culture. This case study explores how strategy, storytelling, and design transformed a local tour company into a resonant and purpose-driven brand.
Community Guides Park Adventures is a sustainable tour operator offering immersive safaris around Nairobi National Park and Nairobi City. More than just sightseeing, they provide rich, educational, and community-driven experiences. Their team of local guides creates transformative encounters with wildlife, history, and culture anchored by a strong commitment to conservation and community empowerment.
Despite offering one of Nairobi’s most genuine and impactful tourism experiences, Community Guides struggled with a fragmented brand identity and lack of visual consistency. Their message was clear internally but diluted externally failing to differentiate them in a saturated market of safari operators.
Key issues included:
Our rebranding project focused on realigning the company’s identity with its purpose and target audience. The objectives were:
To address Community Guides Park Adventures’ fragmented identity and lack of competitive differentiation, we implemented a brand transformation grounded in strategic clarity and visual cohesion. Our approach combined research-driven insights with creative storytelling to ensure every brand touchpoint reflected the company’s purpose.
Key actions included:
Brand Discovery & Positioning – Conducted workshops with the team to uncover authentic brand narratives, identify audience personas, and articulate the emotional core of the brand.
Messaging Framework – Created a concise yet powerful messaging guide capturing the brand’s voice, value proposition, and storytelling pillars to ensure consistency across platforms.
Visual Identity Redesign – Developed a versatile, nature-inspired identity anchored by the bold rhino emblem, reflecting the company’s role in conservation and its deep connection to Nairobi National Park.
Experience-Centered Storytelling – Crafted user journey maps and avatars to humanize marketing, connecting the brand’s values to tangible customer experiences.
Digital Optimization – Designed responsive logo variations, optimized for social media, websites, and merchandise to strengthen recognition across all touchpoints.
Internal Alignment Tools – Produced a brand book and training materials to empower the team in maintaining consistency and living the brand values daily.
This comprehensive approach ensured the brand would not only look unified but also feel authentic, positioning Community Guides as a trusted leader in sustainable and culturally rich tourism.
With the Explorer archetype as our anchor, we crafted a compelling identity built around purpose and personality. The logo design featured a bold rhino, a symbol of Nairobi’s conservation legacy, placed in harmony with natural elements to reflect balance between people and planet.
We implemented:
The transformation brought immediate clarity to the brand, aligning it with the expectations of its most valuable customers. The new identity improved recognition, trust, and loyalty, leading to:
