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Matter Of Form appointed by Wilderness to deliver bold new brand strategy and identity for Africa’s largest conservation and safari group. 

Originating in Botswana in 1983, Wilderness Safaris has played a fundamental role in protecting and expanding the continent’s critical wilderness and wildlife. Over the past 38 years, the conservation tourism operator has offered unparalleled high-end experiences to travellers ‘in a way that lightly touched the environment, but left a big imprint on the soul.’ 

We are delighted to announce our appointment by Wilderness Safaris to develop a new competitive brand strategy and identity that better reflects and unites their extensive portfolio of camps across Africa and showcases their remarkable impact in conservation and community empowerment.

Operating in seven African countries with over 40 camps, Wilderness Safaris is a deeply purpose-driven organisation, committed to meaningfully contributing to biodiversity protection and upliftment of local communities. Their endless accolades for outstanding service, contributions to Africa’s tourism efforts and conservation successes highlights their prowess in the hospitality space. 

Wilderness Safaris DumaTau – Linyanti, Botswana

Wilderness Safaris DumaTau – Linyanti, Botswana

As the original pioneers in sustainable conversation tourism, the organisation operates a successful commercial model that epitomises modern luxury. With a heightened awareness around social and climate issues, consumers are no longer willing to accept unsustainable practices, especially when travelling. True luxury for today’s responsible consumer is the elimination of guilt from indulgence. Wilderness Safaris offers the perfect balance of exclusive, once-in-a-lifetime adventures that fully immerse travellers in each iconic destination in their portfolio, whilst letting them be part of the positive impact they have on the ground. 

We are proud to be partnering with Wilderness Safaris as they embark on a journey which aims to shift the focus to a more customer-centric approach. During the engagement, Matter Of Form will create a new brand strategy and identity that can be translated across all consumer touchpoints and marketing channels whilst hero-ing their rich history, unique guest experience and powerful impact  

Anant Sharma, our Founder & CEO, commented on the exciting new partnership: “Matter Of Form love working with organisations where passion underpins every aspect of the business. We couldn't be more excited to go on this growth journey with Wilderness to help them with their aim of doubling the amount of conservation land under their influence, providing a strong platform that unlocks their values and enables growth into new acquisitions and geographies.” 

Wilderness Safaris Chief Commercial Officer, Hadley Allen, added: “We had an instant connection with the MOF team who showed a deep understanding of our ethos and immediately saw the potential for our brand to not only help drive our new business strategy, but to effectively position ourselves and our conservation vision; in a way that resonates strongly in the hearts and minds of our consumers. We are excited to be partnering with a like-minded team that we are confident will help us reinvigorate our brand offering, further entrenching Wilderness as the world’s leading conservation tourism company”. 

If you'd like to discuss how we partner with companies to provide strategic design and tech services, please get in touch via hello@matterofform.com to arrange a time to speak with our team of consultants.

*Images by Teagan Cunniffe, Crookes & Jackson, Dana Allen, Caroline Culbert & David Crookes from the Wilderness Safaris Image Library.

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We are a 60-person Experience Design Consultancy with soul. We help timeless brands design what’s next. STRATEGY + DESIGN + TECH + OPTIMISATION