AFRICA NOW

PositioningThe way in

Service promiseOne conversation. The whole journey.

PropositionTravel to Africa. Personally arranged.

AERONIntroduction01 / 09

The culturally fluent way into Africa.

A global generation is looking towards Africa with renewed interest. Not only with nostalgia. Out of identity, (re)connection, curiosity and opportunity.

Africa is not an abstract ancestral destination. It is a living, modern and complex continent: creating, moving, influencing, leading. Now.

54 countries. One-size-fits-none. No two people come to Africa for the same reason, and no two journeys should look the same. So we replaced the algorithm with someone who listens.

Travel is the mechanism. (Re)connection is the mission.

Different people. Different reasons. Different journeys. One expectation: to be understood.

AERONLogo02 / 09

Primary on Bone

One mark, used the same way from booking confirmation to arrival card.

Light

Dark

1x = 1.5× the logo heightMeasured from the A. Keep boarding passes and photos outside it.

Icon on Bone

Light

Dark

1x = the logo heightFor avatars, app icons and small spaces where the wordmark won't fit.

Graphic element on Bone

Light

Dark

1x = the logo heightA supporting graphic, never a replacement for the logo.

AERONColor03 / 09

Color

Two primaries carry the brand: Laterite and Bone. Hibiscus is the accent. Everything else supports.

Laterite and Bone carry almost every surface: Laterite first, Bone second. Hibiscus is an accent only, for one call to action or a single highlight per layout, never a background and never body copy. The complementary colours move from warm naturals (Sisal, Shea, Rooibos) through earth (Acacia) to a cool, hazy sky (Harmattan); they support photography, illustration and secondary details and never lead a layout. Ebony is for text and fine detail.

AERONTypography04 / 09

Typography

Aime for the promise, TWKLausanne for the detail. Two faces, no exceptions.

Aime

Display typefaceCustom files3 styles

Aime. Set large and tight for itinerary titles and destination names.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?

TWKLausanne

Text typefaceCustom files8 styles

TWKLausanne. Carries flight times, rates, confirmations and long concierge threads.

Where Culture is Going.

LightLight ItalicRegularRegular ItalicMediumMedium ItalicBoldBold Italic

Hero · 72px · AimeWhere Culture is Going.

Section title · 40px · AimeCulture is creating the destination

Lead · 22px · TWKLausanne

One conversation. The whole journey.

Body · 16px · TWKLausanne

Car meets you airside at 14:10. Driver name sent on landing.

Detail · 13px · TWKLausanne

Booking ref AER-4471

Fine print · 11px · TWKLausanne

Rates shown per night, taxes included.

Aime stops at headlines. Anything a guest has to act on, read twice, or check against a ticket is TWKLausanne. On Laterite backgrounds set text in Bone and drop TWKLausanne body to 300 weight; on Bone, set text in Ebony.

AERONMotion05 / 09

Motion

Motion should feel like a door held open: quiet, timed, already handled.

In motion

Enter

Scaling in, opening. Content arriving into view.

Move

Reordering, shuffling. The system responding to a gesture.

In real use

Exchange

Carousel

Toggle

Reveal

Accordion

Tabs

Modal

Toast

The curve

Enter

Move

One speed for everything. 240ms for small state changes, 400ms for panels and page transitions. Nothing in the booking flow moves faster or slower than that. Ease out, never bounce. Elements arrive and settle. A concierge does not overshoot, and neither does an itinerary card sliding into place. Transitions carry the traveller forward. Screens move horizontally through a journey, from first message to arrival, so position always says where you are in the trip.

Aime never animates letter by letter. Display headlines fade in whole, as a single block, at 400ms. Hibiscus is the only colour that moves on its own: confirmation ticks, live status, price locks. Laterite and Bone surfaces stay still.

AERONVoice06 / 09

Voice

The well-connected friend with exceptional judgment. Informed, never performative. Connected, and generous with it. Warm, never overfamiliar. Attentive, never intrusive.

Africa gets to speak for itself.

We do not reduce the continent to nostalgia, or someone else's idea of it. We look to the people living, creating and shaping Africa now.

We don't do Africa in general.

There are 54 countries on the continent. Countless cultures, cities, histories and ways to experience them. We pay attention to the difference.

Why before where.

One person may be returning. Another may be discovering. They could take the same flight and be making two entirely different journeys. We begin with the reason.

More choice is not more help.

Our job is to use knowledge, judgement and trusted relationships to recommend the right ones.

Technology works for us. We work for you.

We use technology to make everything faster and easier. But when you need an answer, a change or a little reassurance, you get a person.

Talking about Africa

Do

Accra in December, Lagos for fashion week, Dakar for the Biennale.

Don't

Discover the magic of exotic, untouched Africa.

Recommending

Do

Stay at this one. It is the right fit for why you are going.