Navigating the Wild Side of Business: My Journey in Safari, Lodge Branding, and Wildlife Conservation

The journey I’m on with lodge branding, wildlife photography, and conservation partnerships isn’t just about building a business—it’s about fostering connections with people, places, and the planet in ways that feel real and valuable. My approach rejects the conventional five-star “luxury” pitch and instead embraces a philosophy of authenticity, sustainability, and storytelling. Every collaboration, every client I target, and every project I take on is about sharing a genuine story that people can feel part of.

Finding the Right Clients

I’ve learned that the best clients are the ones who are already rooted in a mission beyond business. For me, that means finding lodges, conservation organizations, and boutique properties that don’t just want growth but value a deeper purpose—whether that’s wellness, wildlife conservation, or cultural connection. My client list reflects this intention. I’m currently working with Sashwa, a wellness lodge that merges nature and healing. Sashwa and I share a vision for sustainability, mindfulness, and self-reflection making it a perfect partner as I build out a branding and guest engagement strategy that doesn’t gloss over its values but invites guests into them.

Another imerging partnership is with Ecoexist, whose work in human-elephant coexistence in Botswana holds special significance. Through this relationship, I’m exploring how branding can play a role in conservation, bridging the gap between local efforts and broader audiences. This type of client—driven by conservation impact—is a strong match for what I want my work to represent.

What I Offer: Authenticity over Luxury

Every time I pitch, I focus on what makes each client distinctive. I don’t pitch a pre-set “luxury” strategy; I pitch a personalized approach that brings out the character of the place. With Sashwa, that meant creating an experience rooted in the lodge’s natural healing philosophy. For Savute Elephant Lodge, where I’m in discussions, my is opening programs for them that get their guest involved in the conservation, not just catered to. Savute is already a powerhouse lodge in the infamous Savuti of Chobe National Park, so my work is ushering them from solely luxury focus to become the conservation name of Chobe. Bringing high end clientele luxury AND purposeful travel.

Each pitch is about enhancing what these lodges already have. I look for the quirks, the small details that make a lodge or organization stand out, and I build a strategy around that. My aim is to attract guests who connect with the property’s true essence, not just its surface-level appeal.

Partnering for Purpose

I’m lucky to be connecting with like-minded professionals and organizations who understand the value of authentic experiences. For example, Dr. Steve Boyes at the The Wilderness Project and I share a goal of enhancing conservation’s reach in Botswana, which opens doors to impactful work with a true legacy. The Wilderness Project operates as a US based nonprofit so there’s convenience to be at home and still make a difference, while also coming to the Okavango and other incredible African river systems to learn and tell the story of those ecosystems.

Looking Ahead

As I navigate this unique space, I’m constantly refining my approach. I’m focusing less on traditional marketing tactics and more on storytelling that’s grounded in truth. I’m blunt and open with managers, CEO’s, and founders. My time as Executive Director at SACRD taught me a lot of what those roles look like, what their problems are, and how I can position myself as their solution. The coming months will see me moving across southern Africa, diving deeper into projects that align with conservation, sustainable tourism, and community engagement. Every client and partnership I pursue supports this broader mission.

If this journey resonates with you, and you’re interested in following along as I explore the intersection of conservation, storytelling, and sustainable tourism, consider joining my newsletter. Each month, I’ll share insights from the field, updates on new projects, and reflections on the people, places, and wildlife that make this work so meaningful. You can find this at the bottom of the page.

Bringing Africa’s Wilderness Closer: My Journey as a Wildlife Photographer, Safari Guide, and Lodge Branding Specialist

Africa’s wilderness has an undeniable pull, a magnetic beauty that calls to those with a love for nature, adventure, and conservation. My name is Jayce Parkey, and my work as a wildlife photographer, freelance safari guide, and branding consultant for lodges allows me to capture and share Africa’s wild heart. Today, I’m here to give you a glimpse into my journey, the mission that drives my work, and what you can expect as we explore Africa’s stories together.

African elephant deep in the river reed inside Kruger National Park. 

The Journey to Africa

Even as a child, Africa’s wild landscapes seemed to call to me. Long before I truly understood where Africa was, I would talk endlessly about its animals, captivated by stories of lions, elephants, and the vast savannahs. Growing up on my family’s ranch in Fredericksburg, Texas, I spent my early years exploring the land, feeling a connection to the natural world that was as innate as breathing. Those days on the ranch fostered a love for wide-open spaces and a deep respect for the delicate balance of nature—something that has stayed with me, guiding my journey ever since.

Though my heart was always in wild places, my career began far from African plains. I took a role as an environmental scientist in the Texas oilfield, a position that grounded me in the realities of environmental impact and preservation. I saw firsthand the strain industry can place on ecosystems, and while I gained invaluable skills, I knew it was only a step on a longer path.

My journey then brought me back to Austin, where I continued my work as a geologist and environmental scientist. City life had its pull (and it still does), but I soon felt restless, missing the unbroken landscapes I loved. After a while, I took an assignment removing tortoises along the U.S.-Mexico border, putting my skills to use in a way that felt closer to my purpose. But even then, something was missing.

Each of these experiences—from my childhood on the ranch to my years in the oilfield, from Austin’s city streets to the borderlands—was a step along the way, shaping me, teaching me, and bringing me closer to where I was always meant to be. My journey has always been about finding my way to the landscapes and wildlife of Africa, to a place that felt like home long before I ever set foot here.

Curious about how these experiences influence my work today? Follow along as I share insights into my journey and my passion for Africa’s wild spaces.

A giraffe standing stoic in the Olifants Riverbed of Kruger National Park.

Capturing the Wild: My Approach to Photography

Photography, to me, is more than simply taking pictures. It’s a way of preserving moments, of translating the intangible beauty and raw power of wildlife into something viewers can feel in their hearts. My approach to photography isn’t about orchestrated shots or perfect poses; instead, it’s about being present, capturing the natural flow and behavior of each animal in its habitat.

When I’m out in the field, patience is my greatest tool. I’ll often sit quietly, observing, waiting, and allowing the wildlife to grow accustomed to my presence. It’s during these moments that true connection happens—the subtle glances, the interplay between animals, the scenes that tell a deeper story of life in the wild. Each image is more than just a visual; it’s a snapshot of that animal’s story, one that I hope will inspire a connection between the viewer and the natural world.

Lighting, too, is essential to my work. Early mornings and late afternoons, when the African landscape is bathed in soft, golden light, are when the magic happens. This natural light brings a warmth and texture to each shot, emphasizing the vibrant colors and details that make each animal and each moment unique. Whether it’s a lion relaxing in the shade or an elephant silhouetted against the setting sun, I strive to let nature be the artist, with my role as its dedicated observer.

But my photography isn’t only about beauty; it’s about purpose. Every image I capture carries a message about conservation, an invitation to appreciate and protect the wildlife that fills these landscapes. In a world where habitats are shrinking and species are endangered, photography has the power to move people, to remind them of what’s at stake, and to inspire action. My hope is that these images ignite a spark in those who see them—a spark of admiration, respect, and a sense of responsibility to preserve these wild places for future generations.

Want to experience Africa’s wildlife through my lens? View my latest collections here or contact me for custom print inquiries.

Erica masterfully guiding the other vehicle at a leopard sighting during my time at Kwapa Training Camp.

Guiding with Purpose: Safari Experiences that Go Beyond

Guiding a safari isn’t just about showing people the “Big Five” or checking off animals on a list; it’s about fostering a genuine connection with the natural world. As a certified safari guide, my approach goes beyond sightseeing—I aim to create a journey that resonates with each guest, one that leaves a lasting impact and a newfound appreciation for Africa’s wild landscapes and their inhabitants.

Every safari I lead is built around the idea of immersion. I tailor each experience to the group’s interests, ensuring that every moment aligns with what they came to find, whether it’s the thrill of spotting a leopard in the early dawn or the quiet beauty of an elephant herd moving through the bush. By slowing down and focusing on the details, we don’t just see the animals; we understand their lives, their behaviors, and the role they play in the larger ecosystem.

One of my greatest joys as a guide is sharing the stories and connections that make the African wilderness so extraordinary. I enjoy pointing out not only the iconic species but also the unsung heroes of the ecosystem—the delicate balance between predator and prey, the resilience of plants and smaller creatures, and the silent interplay of life and survival that goes unnoticed by many. Through these insights, guests come to see each moment as part of a larger story, one that’s constantly unfolding in front of us.

Safety and respect for wildlife are cornerstones of my guiding philosophy. By ensuring we keep a respectful distance and follow ethical practices, I aim to leave as little impact as possible. It’s about being a respectful guest in their world, observing without interfering. This approach allows guests to witness behaviors that are both natural and unscripted, giving us a glimpse into the true essence of the wild.

My hope is that every safari sparks a sense of wonder and respect, a memory that lasts well beyond the journey itself. For me, guiding is a chance to foster a connection that inspires people to care about these animals and their habitats—to not only be observers but advocates for Africa’s wildlife.

Ready for an unforgettable safari? Contact me to discuss a customized experience.

Interior of the new reception area at the Sashwa: River of Stars lodge.

Authentic Branding for Lodges: Moving Beyond the “Luxury” Narrative

In recent years, the safari and lodge industry has seen a trend of marketing properties as exclusively luxurious escapes, pushing the idea of high-end amenities and over-the-top indulgence. While there’s certainly a place for luxury in travel, this approach often misses the real heart of what draws people to Africa’s wild spaces. When I work with a lodge, my goal isn’t to create just another luxury brand; it’s to highlight what makes that lodge truly unique, focusing on authenticity, connection to nature, and a story that resonates with those who seek more than just extravagance.

My approach begins with an in-depth assessment of the lodge’s character—its location, its relationship with the surrounding environment, and the experiences it offers that are unlike any other. I look for the elements that reveal its authenticity, whether it’s the simple beauty of its natural setting, its role in supporting local communities, or the warm hospitality that makes guests feel at home. These are the stories I want to bring forward, the aspects of a lodge that make it memorable and give it a soul beyond five-star ratings.

Many guests come to Africa not just to stay in a beautiful room but to connect with the land, the people, and the wildlife. They crave an experience that feels genuine, that reflects the raw beauty and adventure of Africa, not one that could be found in any high-end resort around the world. My goal is to help lodges tell their story in a way that speaks to these travelers—those who seek a deeper connection with the places they visit and a sense of immersion in Africa’s wild landscapes.

Through photography and visual storytelling, I capture the lodge’s essence—the small, intimate details that communicate its character. Instead of just focusing on plush interiors or gourmet meals, I showcase the aspects that make it truly special: perhaps it’s the view from a secluded veranda at sunrise, the cozy atmosphere around a campfire at night, or the joy of watching wildlife from your doorstep. Each lodge has its own story to tell, and I believe that by focusing on its authenticity, we can reach guests who are genuinely moved by what it offers.

In today’s market, where “luxury” has almost become a generic selling point, authenticity stands out. It’s what builds loyalty, creates meaningful experiences, and leaves guests with memories that go beyond surface-level beauty. For me, helping lodges embrace and communicate their unique identity isn’t just about branding; it’s about respecting the place, honoring its connection to Africa, and inviting guests to become part of its story.

Are you a lodge owner looking to communicate your authentic story? Let’s talk about how we can work together to bring out the true essence of your property. Click here to get specific information on my services.

Join Me on This Journey

My journey—from exploring Texas landscapes to capturing Africa’s wildlife, guiding safaris, and helping lodges tell their unique stories—has always been about one thing: connection. Whether through photography, guiding, or branding, my mission is to bring people closer to Africa’s wild beauty in ways that are meaningful and lasting.

If you’re here to experience Africa’s wildlife, embark on an unforgettable safari, or discover how authentic storytelling can transform a lodge’s presence, I invite you to join me. Let’s celebrate the raw, powerful, and inspiring heart of Africa together.

Explore the blog for regular insights, follow my journey on social media, or get in touch to start a conversation.