Legend
Premium Kilimanjaro Expeditions & Safaris
CLIENT
Legend
CLIENT WEBSITE
Details
A transformative visual brand identity and website design, thoughtfully curated to position Legend as a high-end, luxury, adventure company.
Services
Branding
Website
Year
2025
Legend is a remarkable company specialising in Kilimanjaro expeditions and luxury safaris. What sets them apart is their all-encompassing, everything-considered approach. Operating with military-like precision, Legend plans and provides every detail - gear, routes, timings, safety, comfort - so clients can focus solely on the transformative journey ahead. Or, in Legend terms, the priority is enabling you to ‘Create Your Legend’.
However, once known as Legend Expeditions, the brand wasn’t fully communicating its expertise, values, or client promise. Its visual identity lacked the consistency, sophistication, and memorability required to position it as a high-end adventure company.
Our task was to transform the Legend brand, solving this misalignment of the true essence of the company and its visual identity. Through in-depth strategy work, we distilled the brand down to a purpose: meticulous care and transformative experience. To encapsulate this, we developed the tagline “In Order To Explore” - a phrase that speaks to Legend’s role in removing every barrier so clients can focus purely on the journey.
We introduced a bolder, more refined identity that reflected Legend’s specialised focus on Kilimanjaro climbs and luxury safaris. This meant saying goodbye to Legend Expeditions and welcoming Legend.
Central to the transformation was the logo. Our goal: to capture the spirit of Legend in a single mark. The result is bold, sleek, versatile, and unforgettable. Its distinct, capitalised form conveys the weight of adventure, while the unique compass arrow plays a motif not just of exploration, but of forward momentum and direction - Legend leads the way.
True to our love for detail, we designed the logo to work flexibly as both the full mark and as standalone elements - working seamlessly across all formats, from a billboard to a favicon. We refined the brand colour palette by evolving their signature orange into Explore Orange and introducing Safari Sand; we selected premium typography, and established a consistent photographic style to reflect both raw adventure and refined luxury.
Our task was to transform the Legend brand, solving this misalignment of the true essence of the company and its visual identity. Through in-depth strategy work, we distilled the brand down to a purpose: meticulous care and transformative experience. To encapsulate this, we developed the tagline “In Order To Explore” - a phrase that speaks to Legend’s role in removing every barrier so clients can focus purely on the journey.
We introduced a bolder, more refined identity that reflected Legend’s specialised focus on Kilimanjaro climbs and luxury safaris. This meant saying goodbye to Legend Expeditions and welcoming Legend.
Central to the transformation was the logo. Our goal: to capture the spirit of Legend in a single mark. The result is bold, sleek, versatile, and unforgettable. Its distinct, capitalised form conveys the weight of adventure, while the unique compass arrow plays a motif not just of exploration, but of forward momentum and direction - Legend leads the way.
True to our love for detail, we designed the logo to work flexibly as both the full mark and as standalone elements - working seamlessly across all formats, from a billboard to a favicon. We refined the brand colour palette by evolving their signature orange into Explore Orange and introducing Safari Sand; we selected premium typography, and established a consistent photographic style to reflect both raw adventure and refined luxury.
Our task was to transform the Legend brand, solving this misalignment of the true essence of the company and its visual identity. Through in-depth strategy work, we distilled the brand down to a purpose: meticulous care and transformative experience. To encapsulate this, we developed the tagline “In Order To Explore” - a phrase that speaks to Legend’s role in removing every barrier so clients can focus purely on the journey.
We introduced a bolder, more refined identity that reflected Legend’s specialised focus on Kilimanjaro climbs and luxury safaris. This meant saying goodbye to Legend Expeditions and welcoming Legend.
Central to the transformation was the logo. Our goal: to capture the spirit of Legend in a single mark. The result is bold, sleek, versatile, and unforgettable. Its distinct, capitalised form conveys the weight of adventure, while the unique compass arrow plays a motif not just of exploration, but of forward momentum and direction - Legend leads the way.
True to our love for detail, we designed the logo to work flexibly as both the full mark and as standalone elements - working seamlessly across all formats, from a billboard to a favicon. We refined the brand colour palette by evolving their signature orange into Explore Orange and introducing Safari Sand; we selected premium typography, and established a consistent photographic style to reflect both raw adventure and refined luxury.
"I've had a long history of challenges working with marketing agencies, mainly their inability to embed themselves fully within our projects. ThisNotThat Agency has been the complete opposite.
They genuinely care and have worked so hard to fully grasp our vision and values, and to place Legend in the position it deserves in the market."
Jack Fleckney
Jack Fleckney
Legend Founder & Director
Legend Founder & Director
The branding set the tone, but the website had to deliver the experience. Our focus was not only on creating an aesthetically pleasing website, but on ensuring it functioned seamlessly. Their previous site was difficult to navigate, lacked the depth of content sought by travellers researching premium expeditions, and was not optimised for different devices. However, crucially, there was no way to reserve or pay for trips online - making it far from effective in converting visitors into enquiries or bookings.
We analysed heat maps from the old site and studied how potential customers research, compare, and commit to expeditions. These insights informed every design and functionality choice.
Accordingly, we created dedicated, detailed pages for each journey, giving visitors the clarity, inspiration, and reassurance needed to take the next step. To streamline the booking process, we integrated an online booking platform, allowing clients to ‘book now' with confidence and ease.
Navigation was another key focus. We implemented a clear, visual mega menu so users can find exactly what they’re looking for without friction. Every element was designed for effortless browsing, whether on desktop, tablet, or mobile. Alongside, Legend’s refined visual identity woven through every page, the result is a cohesive, premium, and conversion-focused website.
The branding set the tone, but the website had to deliver the experience. Our focus was not only on creating an aesthetically pleasing website, but on ensuring it functioned seamlessly. Their previous site was difficult to navigate, lacked the depth of content sought by travellers researching premium expeditions, and was not optimised for different devices. However, crucially, there was no way to reserve or pay for trips online - making it far from effective in converting visitors into enquiries or bookings.
We analysed heat maps from the old site and studied how potential customers research, compare, and commit to expeditions. These insights informed every design and functionality choice.
Accordingly, we created dedicated, detailed pages for each journey, giving visitors the clarity, inspiration, and reassurance needed to take the next step. To streamline the booking process, we integrated an online booking platform, allowing clients to ‘book now' with confidence and ease.
Navigation was another key focus. We implemented a clear, visual mega menu so users can find exactly what they’re looking for without friction. Every element was designed for effortless browsing, whether on desktop, tablet, or mobile. Alongside, Legend’s refined visual identity woven through every page, the result is a cohesive, premium, and conversion-focused website.
The branding set the tone, but the website had to deliver the experience. Our focus was not only on creating an aesthetically pleasing website, but on ensuring it functioned seamlessly. Their previous site was difficult to navigate, lacked the depth of content sought by travellers researching premium expeditions, and was not optimised for different devices. However, crucially, there was no way to reserve or pay for trips online - making it far from effective in converting visitors into enquiries or bookings.
We analysed heat maps from the old site and studied how potential customers research, compare, and commit to expeditions. These insights informed every design and functionality choice.
Accordingly, we created dedicated, detailed pages for each journey, giving visitors the clarity, inspiration, and reassurance needed to take the next step. To streamline the booking process, we integrated an online booking platform, allowing clients to ‘book now' with confidence and ease.
Navigation was another key focus. We implemented a clear, visual mega menu so users can find exactly what they’re looking for without friction. Every element was designed for effortless browsing, whether on desktop, tablet, or mobile. Alongside, Legend’s refined visual identity woven through every page, the result is a cohesive, premium, and conversion-focused website.
Interested in working with us? We'd love to hear your ideas.
Interested in working with us? We'd love to hear your ideas.
Interested in working with us? We'd love to hear your ideas.