CI Refresh for an African Safari booker looking to enter the digital space.

Dragonfly Africa has a longstanding legacy, deeply rooted in trust and recognition. However, their visual identity needed a refresh to align with modern platforms and media, while retaining the familiar elements their clients know and value.

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The challenge was to modernize a natural and organic visual language without losing its essence. The updated design needed to strike a balance—contemporary and adaptable yet grounded in the brand’s history.

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The solution involved a clean, clear design language that accentuated the core elements of the visual identity, eliminating unnecessary details. By focusing on what was most recognizable and impactful, the brand was given a fresh, modern appearance that remained true to its roots.

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In this project, I served as Lead Art Director and Designer. My role encompassed guiding the creative strategy for the visual identity, developing the comprehensive CI (Corporate Identity) guidelines, and designing marketing materials. This ensured the updated identity was not only cohesive but also practical for implementation across various media.