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.