Africa Born is a luxury safari operator specialising in bespoke African expeditions for ultra-wealthy clients seeking transformative journeys. Their previous website, cluttered with generic content, failed to reflect the exclusivity and sophistication of their high-end offerings. As lead UX/UI designer at Boost, I led a complete brand identity overhaul and website redesign, transforming Africa Born’s digital presence into an immersive, experience-first gateway. The goal: position Africa Born as the definitive choice for travellers who value exclusivity and personalisation over conventional tourism.

Elevate brand perception to match luxury service standards

Drive high-value inquiries through intuitive, curated experiences

Articulate Africa Born’s unique value proposition against conventional safari operators

Restructuring extensive, unfocused content into compelling experience narratives

Coordinating cross-functional collaboration under tight timelines

Create an innovative web experience due to a limited budget

Africa Born’s original website overwhelmed users with details and lacked the exclusivity expected from a luxury brand. Instead of inspiring curiosity and wanderlust, it left visitors feeling lost and uninspired. The challenge was to shift from information overload to an inviting, intuitive digital space that instantly communicates Africa Born’s unique value and invites users to imagine their own extraordinary safari.

1. Experience-First Navigation The site’s navigation was completely reimagined to focus on curated adventures rather than traditional destination lists. Visitors now explore signature journeys designed to inspire and reflect Africa Born’s commitment to crafting each safari around individual interests and dreams.

2. Conservation & Purpose Integration Dedicated sections highlight Africa Born’s commitment to conservation and responsible travel, appealing to travellers seeking both adventure and meaningful impact.

3. Brand Identity Evolution Refined typography, a sophisticated colour palette, and a cohesive visual language communicate exclusivity, trust, and a sense of adventure—perfectly aligning with the expectations of high-end travellers.

4. Immersive Visual Storytelling Striking imagery and elegant design elements immerse users in the world of Africa Born from the first interaction, evoking wonder and exclusivity.

5. Streamlined, Uncluttered Layout A simplified information architecture and clean design remove distractions, making navigation effortless and focusing attention on Africa Born’s signature experiences.

6. Thoughtful Micro-Interactions and Animations Subtle animations and interactive details bring the website to life, enhancing the user journey and reinforcing a sense of luxury.

A visually immersive and sophisticated website that elevates Africa Born’s brand perception to match its luxury offerings

Improved user experience with intuitive navigation and focused storytelling, leading to higher-quality inquiries

Clear articulation of Africa Born’s unique value proposition, setting it apart from conventional safari operators

Positive feedback from the client, who praised the professionalism, creativity, and collaborative process

This project demonstrated how embracing constraints can fuel innovation and lead to more meaningful digital experiences. By focusing on what makes Africa Born unique and working closely with a cross-functional team, we delivered a user-centric, experience-first website that stands out in luxury travel. The overwhelmingly positive client feedback validated the power of deep discovery, creative problem-solving, and close collaboration.