Selected Work

Repositioning an OTA-dependent game lodge.

Nodi Bush Lodge - a conceptual case study in turning a generic safari property into a boutique retreat built around one defensible idea: designed disconnection.

Conceptual project, developed to demonstrate our process. Not a paid client engagement.

Cover — Nodi Bush Lodge, conceptual case study. Dirt road leading toward the Waterberg mountains.
Challenge: current marketing attracts the wrong guests, leading to negative reviews and costing Nodi its direct channel. As quoted: three guest review excerpts.
Deliverables: wayfinding signage, logo design on the lodge exterior, and Moraka restaurant logo and menu design.
Our Approach: market research identified Nodi's unique selling points and a new guest profile, the stillness-seeker. Scope — market research, brand strategy, brand architecture, marketing strategy, brand identity & design, brand collateral.
Brand Persona — The Stillness Seeker. Natalie, 36 from Pretoria: a burnt-out communications consultant seeking permission to disconnect.
Brand Messaging — before: 'Experience an unforgettable Big Five adventure in five-star luxury.' After: 'The bush, at its own pace. Nothing to prove, nowhere else to be.' Shown on the Nodi website design.
Welcome guide and key card, printed collateral styled on location.
Success Metrics Framework: brand health, channel performance, and commercial performance measures.

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