Local Lynx
African Lynx built its reputation on luxury private guided safaris across Africa, and its founders created Local Lynx as its Cape Town counterpart for private day tours designed to introduce travellers to the city and its surrounds.
Working with the Local Lynx founders and web design studio Schoolwork Studio, I developed the brand’s tone of voice and collaborated on defining the key USPs and website content strategy. The aim was to retain the credibility of African Lynx while shaping a voice that feels younger, more relaxed, and culturally attuned to the Cape Town experience.
Copywriting
I wrote the website copy across key pages, including the homepage, tour pages, about section, and supporting content.
Content structure
Working alongside Schoolwork Studio, I helped shape the content structure and messaging hierarchy across the site.
Tone of voice
I developed Local Lynx’s tone of voice to balance the credibility of its parent brand with a more relaxed Cape Town sensibility.
Blog content
I developed the editorial tone and wrote story-led blog content designed to deepen the brand narrative and support discovery.