CASE STUDY

Challenge

Porini Safari Camps, part of Gamewatchers Safaris, had been buried inside a vast and chaotic tour operator site. Their own camps lacked a distinct presence, and their core identity was diluted. Their existing platform was outdated and unclear, failing to reflect the real strength of their brand: their pioneering role in conservation.

Approach

We began with a focused brand workshop that revealed a turning point—Porini wasn’t just another luxury safari operator. At its heart, it was a conservation movement, with tourism as the vehicle. We reframed the brand narrative: the camps became secondary to the conservation model they enable. From this positioning, I designed and implemented a comprehensive new website and produced content tailored to reflect this shift. To ease the managing director’s workload, I drafted complete text structures that could be easily reviewed and edited.

Navigating enormous volumes of disorganized material from the Gamewatchers site, I filtered content through a clear conservation-first lens. This clarity was key in curating visuals and messaging that aligned with their new voice.

Key Features Delivered

• A full brand repositioning: from safari operator to conservation pioneer
• New website design and build, structured for clarity and focus
• Strategic content writing to minimize internal bottlenecks
• Visual and narrative emphasis on conservation success over luxury amenities

Results

While formal tracking was not conducted, the internal shift was immediate. The team embraced the new narrative and messaging. Porini stepped into a space they felt was truly their own: conservation leaders with a tourism byproduct—not the other way around. The line “40,000 acres of wilderness for every tent” became a core message still in use today.

Reflections

This project wasn’t just about a website—it was about helping a brand breathe. By creating a space where their identity could lead, not follow, we gave them a voice in a saturated market—and a story they were proud to stand behind.