Tracking the wild

While at Politburo, I led the redesign and rebuild of Safari Footprints’ website, creating a more evocative and modern platform that better captured the feeling of travel through Africa. I developed a fresh visual system, refined the brand language, and introduced custom iconography to replace generic assets — each icon crafted to mirror the textures and forms of the natural world.

The new site made generous use of imagery, shifting from static brochureware to a cinematic, experiential interface that invited users to explore. By focusing on rhythm, pacing, and scale, the design encouraged slower browsing — a digital parallel to the deliberate pace of a safari.

To ensure accessibility for a global audience, multilingual capabilities were integrated throughout the build, making the experience more inclusive without compromising elegance or performance.

The result was a more dynamic and transportive expression of the brand — a website that didn’t just show Africa, but felt like being there.