Trailsawait

Trailsawait runs small-group guided hikes on Table Mountain, Lion's Head and across the Cape Peninsula, with weekend trips into the Cederberg and international expeditions to Nepal and Pakistan.

bywho works with the business as a full-service partner, responsible for the brand, the website and booking platform, and the social media that brings hikers to it.

The brief was to build a brand and digital experience that speaks to the character of Trailsawait's founders and the values they bring to every hike: a love of the mountain, care for the people on it, and respect for the places they walk.

It had to feel like a local friend who knows the trails, welcoming to a first-time hiker and trustworthy enough to book a stranger to lead you up a mountain, and it had to let a founder-led team take bookings without being tied to their phones.

We built the identity around one line, Hike Like a Local, Laugh Like a Tourist, with colours drawn from the South African flag, then carried it into a website designed around the booking: every trail has its own page, a hiker books and pays in four steps, and the team runs trails, bookings and the blog themselves. A social media strategy keeps the same voice across Instagram, Facebook and TikTok.