Our work

RockFig Safari Lodge
Brand identity | Content creation | Digital design | Mailer | Project management | Website development

Project management

The owners of RockFig Safari Lodge were after a comprehensive go-to-market solution for a safari lodge they were converting from a private owners’ lodge to a commercial operation.

As part of the project, the safari lodge received a full interiors make-over and a hospitality upgrade. Our role was to work alongside the operations team to take the product to market.

The project’s scale necessitated we enlist the help of our trusted collaboration partners for many project elements. This required a project management role, responsible for conceptualisation, planning, and ultimately delivering the desired go-to-market solution.

The Direct Guru | Our Work | RockFig Safari Lodge
The Direct Guru | Our Work | RockFig Safari Lodge Brand Identity

Brand identity and value proposition 

As always, the first step was to work with the RockFig team to agree on the value proposition for the lodge, laying the foundation on which we would create the marketing and sales collateral. The result was the set of concepts; family; exclusivity; privacy; solo travellers; and wilderness; surrounded buy the lodge’s origin story.

Next was creating the brand identity, including logo design and a style guide that established the framework for creating all digital collateral.

The Direct Guru | Our Work | RockFig Safari Lodge Value Proposition
The Direct Guru | Our Work | RockFig Safari Lodge Value Proposition
The Direct Guru | Our Work | RockFig Safari Lodge Value Proposition
The Direct Guru | Our Work | RockFig Safari Lodge Value Proposition
The Direct Guru | Our Work | RockFig Safari Lodge Value Proposition

Website design & development

The website was central to the go-to-market strategy for RockFig Safari Lodge. As a new lodge that had never been visited, we needed to ensure that the website created the best first impression possible.

Our approach to building websites is to develop the content and then design the website appropriately, rather than manipulate content to fit a particular design. 

Having developed the brief, we set to work writing and editing the copy, and as soon as the lodge was ready, we commissioned a photoshoot. Armed with the content, we set to work with our design and development partner to build the website.

Our objective was, of course, to show off the lodge in the best light possible. More importantly, it was to develop ‘content of substance’ that portrayed the experiences on offer, both individually and in a detailed portrayal of a ‘stay at the lodge‘.

The Direct Guru | Our Work | RockFig Safari Lodge Website

Imagery

There is no better way to depict the African safari experience than with imagery. To capture the best images, you need the best photographer, and we commissioned Dook, who is, in our opinion, the best interior and lifestyle photographer the business.

In addition to stills photography, we added a 4-day video shoot in which we captured the landscape and safari experience in this exceptional location and produced a promotional video.

Brochure design

The majority of the African safari travel distribution occurs primarily in the business to business (B2B) arena, and thus the need for stand-alone and print collateral.

As part of the project, we were tasked with designing a brochure for print and digital distribution.

Taking the design lead from the website, we engaged with our design partner to create the brochure.

The result was a stylish 4-page pdf, portraying a summarised version of the contents on the website in print resolution, and compressed for distribution via email and downloads.

The Direct Guru | Our Work | RockFig Safari Lodge Brochure
The Direct Guru | Our Work | RockFig Safari Lodge Brochure
The Direct Guru | Our Work | RockFig Safari Lodge Brochure
The Direct Guru | Our Work | RockFig Safari Lodge Brochure
The Direct Guru | Our Work | RockFig Safari Lodge Mailer

Mailer setup and design

As a mostly B2B business, RockFig Safari Lodge commissioned skilled sales representation that directly accessed a comprehensive trade email database. 

We designed mailer templates and integrated it with the sales database to launch the product and ongoing communication.

At the time, the business could not consider a large scale CRM implementation, so we designed and set up the mailer infrastructure using Mailchimp, an ideal platform for the intended mailer strategy.

We designed a series of automated mailers for the launch campaign, highlighting a specific value proposition element in each. The business was then able to utilise the templates for ongoing mailer communication that could be managed internally. 

Sales tools and other marketing collateral

To complete the go-to-market we designed a range of additional sales tools and marketing collateral including;

  • Location map
  • Fact sheets
  • Rate sheets
  • Business cards
  • Email footers
  • Pricing model template
  • Trading terms & conditions
The Direct Guru | Our Work | RockFig Safari Lodge Map
The Direct Guru | Our Work | RockFig Safari Lodge Fact Sheet
The Direct Guru | Our Work | RockFig Safari Lodge Business Card
The Direct Guru | Our Work | RockFig Safari Lodge Business Card