Journeysmiths
Industry
Travel Start-up
Services
Brand Strategy, Brand Identity, Digital Design, Print, Advertising
For a team of African safari specialists launching a global travel offering, we developed a brand that reflects the craft, care, and curiosity behind their bespoke adventures.
From remote savannahs to the polar extremes — the new identity positioned them not just as travel planners, but as true artisans of experience. Drawing on decades of safari expertise, the brand captured the spirit of a company built on exploration and personal connection.
We named them Journeysmiths and defined the proposition Always exploring — a line that speaks to their relentless pursuit of the remarkable. Inspired by a compass, the responsive identity system adapts across destinations, reflecting a brand that never stands still.
Nearly a decade on, Journeysmiths has proven its impact. The brand continues to grow globally, connecting with discerning travellers in search of the extraordinary. As a mark of its success, it has now fully subsumed its parent company Africa Exclusive — a clear signal that the identity not only endured, but elevated the business into its next era.
