Matter Of Form Unveils a New Wilderness for World Leading Conservation & Hospitality Company

Category: News
23 Nov 2022
Read time: 2 MIN
Spanning brand strategy, development and digital experience design, we’re proud to partner with conservation tourism trailblazer, Wilderness, to launch a distinctive brand and immersive digital experience.
Written By
MOF Team
MOF Team

Brought to life in Botswana 40 years ago, Wilderness has always been a pioneering force for lasting, positive impact — protecting over 2.3 million hectares of land across the globe, with aims to double that figure in the next decade.

A 3000-strong collective with over 60 camps across 8 countries, Wilderness is primed for evolution, ready to preserve the world’s ultimate, untamed places no matter where they may be. 

Each camp is a beautiful extension of the landscape and community it calls home - combining utmost luxury with local culture. With views in abundance, intimate wildlife encounters on your doorstep and incredibly attentive service from the Wilderness team, the hospitality is unrivaled. 

During their stay at these iconic African destinations, guests experience unique wildlife interactions such as gorilla trekking, rhino tracking, guided quad biking, and helicopter safaris. Whilst also being immersed in the local cultures and communities, taking part in conservation activities from anti-poaching initiatives to planting trees.

Wilderness inspires their guests to continue their positive impact and join them on their mission to rewild, protect and conserve.

In line with these ambitions, Matter Of Form was brought on to craft a distinctive, global, guest-centric brand and a complete digital transformation that will stand the test of time while cultivating a conscious community of diverse, adventurous clientele.

Over the last two years, our team have been lucky enough to experience Wilderness’ extraordinary world first-hand — “an adventure like no other” — meeting the incredible people that live and breathe the brand’s ethos day and night. 

Following an inspiring discovery phase, our strategy team captured the spirit of Wilderness through a bold new positioning and creative direction, placing their pioneering conservation-tourism model and mission at the forefront and setting them apart from the ‘stereotypical’ safari messaging as global leaders in their field.  

Introducing the new look and feel of Wilderness.

Now adorning 29 airplanes & 4000 pieces of marketing collateral from game vehicles to team uniforms, the brand’s new logo represents the raw, limitless nature of Wilderness’ destinations. Mirroring blades of grass, guests are invited to look beyond the expected into the beating pulse of untamed places and feel how far Wilderness can take them. 

Once branding was set, we went on to deliver a new look and feel for Wilderness’ website, providing a platform for exploration, education and insight into their once-in-a-lifetime experiences. Guests are enticed by rich video content and mesmerising imagery to emulate Wilderness’ signature sense of adventure while teasing the potential for unforgettable moments at every turn.

Following the launch of the new brand and website in November, Wilderness’ CMO Simone Strahle commented on the partnership: 

“The immense pride and excitement around launching our beautiful new brand to the world still hasn’t waned. The feedback has been overwhelming – from trade agents who now celebrate our brand with wonderful compliments, to our guests who cannot wait to travel with us again. And perhaps most importantly… from our own staff who couldn’t be more proud to be a part of this journey, our brand and all that we stand for. 

Thank you from the bottom of my heart to the whole team for the incredible support, guidance and insights you have all brought to us as a business. As individuals but more importantly as a team – an extension of our own.”

We’re so proud to have delivered a brand that truly represents what Wilderness stands for and celebrates their impact on the world. They have been an absolute pleasure to partner with and MOF has no doubt Wilderness will continue to conserve and protect Earth’s wildest escapes for decades to come. 

We’re always looking to partner with timeless brands who want to walk on the wild side. If you’re interested in the adventure, get in touch at to sit down with one of our consultants.

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.

Strategy & Insights
Hospitality & Travel