Lisa Goldsmith reached out to me about developing a new logo for her website Headed to Africa. This innovated initiate is where she collaborates with Africa’s top specialist guides and tour operators to create bespoke safaris for small groups of like-minded passionate people, that fuse safari adventure with exclusive behind-the-scenes conservation experiences.

She was given a brand survey to help us better understand her vision and here are a few words that came to her mind:

• Epic, Unique, Visceral, Heroes
• Professional, Fun, Respectful, Casual
• Colorful, Exciting, Adventurous, Unpredictable

First, we dove into her brand survey. We used a combination of her inspiration, brand survey and a quick conversation to help mockup a few ideas.

The Inspiration

The Mockup

We utilized the images she sent us, but we included an option that she had not considered. The client pivoted and went for the cheetah logo, so we began to mockup the logo design.

Conclusion

• We we're able to accomplished this logo design by utilizing the brand survey

• We created visual cues that will leave her audience with a professional, unique, and powerful impression through a strong brand identity