Rebranding East Africa into a single, magnetic destination brand.
The Challenge
How Do You Unite Five Countries into One Irresistible Journey?
Turn five distinct nations — Uganda, Kenya, Tanzania, Rwanda, and Burundi — into one unified tourism experience.
The Solution
A Brand That Moves Like Migration. That Echoes Like Drums. That Lives in Layers of Horizon
1. Brand Framework — A Pilgrimage, Not a Platform
We defined the soul of the new EATP around the idea of “One Journey. Many Horizons”
A narrative backbone. From logo to language, everything now spoke of seamless cross-border discovery, epic diversity, and emotional connection.
USP Statement:
East Africa is the world’s most diverse destination. Where iconic wildlife, epic landscapes, and vibrant cultures unfold across a single, seamless journey.
Tone of Voice: Cinematic. Soulful. Confident. Sensory. Every line was designed to stir wanderlust, not just relay information.
2. Visual Identity
The Mark of Horizons:
A fluid, abstract symbol inspired by layered landscapes. Rift Valley terraces, savannahs, peaks, and coastlines. A single form capturing the multiplicity of East Africa.
The Typographic Logo:
A custom wordmark for EAST AFRICA, drawing on African art, fabric patterns, and architectural lines. Crafted to command, connect, and carry heritage with modernity.
- Savannah Gold: #B8860B
- Volcanic Earth: #3C3431
- Acacia Cream: #F0EAD6
- Cobalt Blue: #0047AB
Color System:
5. Campaign Strategy: One Story. Two Voices
International Campaign: “One Journey. Many Horizons”
Regional Campaign: “Tembea Nyumbani” (Swahili: Visit Home)
Each worked independently. But together? They harmonized.
