EAS Brand Identity
Financial Intermediary for the Safari Industry
Brand identity
Visual system
Brand strategy
Overview
EAS is a long-standing financial services business with nearly 20 years of experience in the safari sector. Built on stability and trust, the company weathered volatile markets, government instability and even the Covid pandemic by staying small, reliable, and relationship-driven.
However, its brand expression no longer reflected the agility and value it offered. EAS needed a visual identity that preserved its credibility while signalling a new era of energy, confidence, and growth.
The challenge
Despite operating since 2006, EAS’s brand expression had not evolved. The company was known for stability, loyalty, and strong relationships but visually, it appeared conservative and outdated.
EAS needed:
A vibrant identity that communicated agility and growth
A modern system appealing to safari partners and international clients
A look that clearly differentiated it from traditional banks
A visual language connected to the African landscape
The Financial Landscape
Traditional banks rely on conservative, distant visual codes and in many cases, avoid operating in unstable regions. EAS fills this gap. It works with banks but isn’t a bank; its strength is in what banks can’t do: adapting quickly, managing complex safari supplier relationships, verifying payments in real time, and maintaining close personal connection.
Design Decision
Because of this, the identity intentionally moves away from banking aesthetics. Instead of navy and corporate minimalism, it draws from nature and energy: earthy tones for grounding, vibrant accents for momentum, human photography, modern type, and dynamic patterns.
Brand Insight
EAS’s strength lies in being small, responsive, and deeply trusted. During Covid, these qualities allowed them to protect clients’ businesses and staff while still staying profitable.
The new identity needed to reflect:
Human
Stability
Adventure
Agility
Warm
Brand strategy
Positioning: A trusted financial partner powering Africa’s safari journey with stability, clarity and modern efficiency.
Personality:
Trustworthy
Dynamic
Bold
Expert
Passionate
Outcome:
The result is a financial brand that feels trustworthy, but also warm, dynamic, and reflective of the unique role EAS plays in the safari ecosystem.