The Collaboration That Took Our Work to Mount Kilimanjaro

We collaborated with Legend Expeditions, a specialist Kilimanjaro and safari expedition company born from the drive and passion of its founder, Jack Fleckney.

Jackson, Kilimanjaro Guide & Director of Legend East Africa

We were particularly inspired by Jack’s journey. After beginning his career in the military in 2009 and training as a Royal Marine, he went on to establish ShireFit in 2015 - a beloved functional fitness space in the midlands. His pursuit of challenge didn’t stop there: from conquering the gruelling Marathon des Sables across the Sahara to rowing the Atlantic Ocean, Jack has continually pushed the limits of endurance. Now fluent in Swahili and leading Legend Expeditions, he channels his spirit of adventure into helping others “create their legend” at the highest point in Africa. 

With ambitious plans for Legend Expeditions, Jack partnered with us. Together, we set out to redefine the Legend Expeditions brand, crafting an identity that reflects its adventurous spirit, military precision, and deep connection to East Africa. 

Legend is such a unique and promising company. We knew there was huge potential to elevate the brand to a whole new level, but to do that, we needed to capture the true essence of the company in its visual identity.

And that’s exactly what we achieved. Legend Expeditions now boasts a striking new look - defined by a bold, sleek, reimagined logo; an intriguing new tagline; eye-catching colour palette featuring ‘Explore Orange’ and ‘Safari Sand’. The refreshed identity is completed by a premium typography system and distinctive photography style, capturing the spirit of exploration and connection that sits at the heart of Legend Expeditions. 

Jack reflects, “At Legend we’ve worked so hard over the past two years to deliver the best quality climbs of Kilimanjaro. Our collaboration resulted in such a strong reflection of this dedication and passion in our new branding.

I couldn’t be more excited about the future of the company”. 

Legend Camp on mt. Kilimanjaro

Legend’s refreshed identity launched last August, and since then it has stood bold and confident on the highest free-standing mountain in the world, accompanying the many climbs Jack has led throughout the season. You can also discover the new look across their website and social channels, marking a proud new chapter in the Legend Expeditions story.