Wilderness

From a pioneering B2B business to an unrivalled global brand, designed to last lifetimes

Engagement Details

[I]

Uniting 60 incredible camps with one instantly recognisable master brand.

[II]

Transformed from B2B to D2C,  with a complete digital transformation, content & messaging strategy.

[III]

Achieved an average NPS of 93 –  the highest the brand has ever received.

The Challenge

We needed to craft a distinctive, global, guest-centric brand coupled with a complete digital transformation and content and messaging strategy that will stand the test of time, distinguishing them as industry leaders who cut through the noise and cultivate a conscious community of diverse, adventurous clientele.

The Approach

Our research showed travellers' desire for experiences that deliver drama and grit. But when this desire was viewed against our semiotic analysis, a chasm existed.
The safari category was stale. Out of touch. Imagery depicted beautiful safari camps serving soft-shell crab (note: not found in the bush), with ‘spa-like’ design codes that presented Africa as homogenous and… calm. A peaceful journey of sunsets and champagne. Animals safely in the distance or zoomed-in and cuddly.  These became our codes to break...

The Outcome

Our brand line “Discover Earth’s Ultimate, Untamed Places” was the crystallisation of our work. We rejected the dominant and outdated design codes of luxury safaris in favour of storytelling & design that embraced the true beauty and brutality of the wild.
The brand’s new logomark represents the raw, limitless nature of Wilderness’ destinations and now adorns over 4000 pieces of marketing collateral from planes and jeeps to thousands of team uniforms. Mirroring blades of grass, guests are invited to look beyond the expected into the beating pulse of untamed places and feel how far Wilderness can take them.

Services

Brand Development

Experience Transformation

Overview

Brought to life in Botswana forty years ago, world-leading conservation-hospitality company Wilderness has been a pioneering force for lasting, positive impact for decades.

Their 3000-strong team currently spans 60+ camps across 8 countries, protecting over 6 million acres of land in the African wilderness, with aims to double that figure by 2030.

Previously B2B, brand equity and recognition resided solely with the camps themselves. We needed to transform the category-leading business into a category-leading brand, with the power to span continents and last lifetimes.

“MOF have been instrumental in completely elevating our positioning, and doing so in a manner which is strategically on point for where we want to take our beloved brand. I am beyond thrilled with the end product, & want to extend a heartfelt thanks & congratulations to the entire team...”