Case Study: Mt. Kenya Explorer Safaris Brand & Website

Case Study: Mt. Kenya Explorer
Safaris Brand & Website

Client: Mt. Kenya Explorer Safaris
Scope: Brand Identity Design, Website
Design & Development Role: Lead Designer & Strategist
Year: 2024

Intro

Mt. Kenya Explorer Safaris is a fast-growing tour company rooted in authentic adventure and local expertise. I was brought on board to help them clarify their brand identity and design a high-performing website that would communicate their value, attract thrill-seeking travelers, and convert visits into bookings.

About the Brand

Mt. Kenya Explorer Safaris is based in Chogoria, Kenya, and was founded by a former porter turned mountain guide. The company specializes in curated adventures to Mount Kenya and other major East African peaks, as well as national park extensions. With sustainability and community at its core, the brand offers personalized trips rooted in real-life mountain experience.

Their Explorer brand archetype speaks to travelers seeking purpose, freedom, and self-discovery through nature.

The problem

Despite offering remarkable guided adventures, the company lacked:

A consistent visual identity
A digital presence that matched their premium positioning
Clear messaging that differentiated them from generic tour operators

They needed a professional brand and website that could elevate their credibility, communicate their story, and streamline client acquisition.

Objectives

Design a distinct and cohesive brand identity reflecting their core values of adventure, authenticity, and sustainability
Build a responsive, SEO-optimized website that informs, inspires, and converts
Develop messaging that appeals to their ideal customer avatar: high-income, nature-loving professionals seeking transformative travel experiences

The Solution

Brand Identity

Logo & Visual System: Inspired by mountain contours and natural earth tones to evoke adventure and serenity
Typography: Strong, grounded fonts paired with clean layouts for a modern yet rugged feel
Messaging Framework: Aligned with the Explorer archetype; focused on authenticity, transformation, and exclusive access

Website Design

Pages Designed: Home, About, Safari Packages, Mount Kenya Treks, Contact, FAQs
Key Features:
- Tour card structure with intuitive filtering
- Compelling calls-to-action and inquiry forms
- Seamless mobile responsiveness
- Integration with Google Analytics and basic SEO setup
- Scalable CMS to allow future blog and booking system expansion

The Impact

After launch:

The brand now clearly communicates its authentic expertise, custom trip offerings, and eco-conscious values
Website traffic and inquiries increased (client-reported)
Users are now guided through a seamless online journey that reflects the quality of the offline adventure

Most importantly, the brand now resonates with its intended audience: explorers like “Mel,” who are looking for life-changing journeys, not just basic tours.

What Made This Project Unique

The founder’s background as a mountain porter informed a rare level of authentic storytelling
The brand’s location in Chogoria allowed us to position it as the gateway to lesser-known, scenic Mount Kenya routes

The project was more than design—it was about elevating a grassroots dream into a credible, premium travel brand

Tools Used

Design: Adobe Illustrator, Figma
Development: WordPress + Elementor
SEO: Rank Math, Google Search Console
Brand Strategy: Internal interviews, competitor analysis, storytelling frameworks

Final Thoughts

This project exemplified the power of thoughtful design rooted in strategy. Mt. Kenya Explorer Safaris now stands out in a crowded tourism market by telling a compelling story, providing premium experiences, and standing for something meaningful, connecting people to the wild in a respectful, adventurous way.