Shela Africa approached me to create a new brand identity that would feel fresh and approachable while standing apart from competitors in the safari and photography travel industry. The goal was to develop a clean, modern, and timeless logo that reflected the company's premium experience. By embracing simplicity, the identity creates a striking contrast with the wild, untamed African landscapes where its photographic safaris take place, resulting in a brand that feels both sophisticated and memorable.

The geometric lion head is central to the identity, with its carefully constructed forms aligning seamlessly with the geometry of a camera aperture. This visual connection reinforces the brand's focus on wildlife photography while uniting the spirit of the African safari with the craft of capturing it through the lens.