THE HOMESTEAD

Type of Work:

Fractional CMO

Interior Design

Social Good Initiatives

Brand Strategy

Experience Design

Asset Development

Marketing Plan

Brand Training

Visual Expression

Brand into Culture

The Challenge

In Africa’s fiercely competitive safari lodge scene, standing out is no small feat. Our mission? Position The Homestead as the premier luxury safari experience on the continent.

The Solution

To make The Homestead unforgettable before the doors even opened, we built a bold, purpose-driven brand strategy from the ground up. At the heart of the brand: a platform centered on empowering positive impact —not just in conservation and community, but across every touchpoint of the guest experience. With Dave Alder, founder of Rubicon Brand Strategy, stepping in as fractional CMO, we ensured the vision translated into reality. Over a transformative year, he led the marketing team, handpicked top-tier agency partners, and embedded brand thinking into the DNA of the organization. This wasn’t just a logo-and-tagline gig. We crafted a holistic brand experience—from visual identity and interior design to cultural alignment, experience design, and a standout social impact program. Every element was intentional. Every detail told a story.

The Outcome

The result? A leadership team fully bought in, a staff fluent in the brand’s purpose, and a meticulously executed marketing plan ready for global launch.

Even before welcoming a single guest, The Homestead has already made waves—landing features in Condé Nast Traveler, Travel + Leisure, Tatler, Financial Times, and Luxury Life, among others.

With an opening set for 2026, The Homestead is poised not just to compete—but to lead the luxury safari space with soul, sophistication, and serious impact.