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FrequencyVision

Case study

City Cave

From early wellness concept to nationally recognised franchise brand.

Now 80+ centres across AU, NZ & the US — A$60M+ network turnover (2023).

citycave.com.au
City Cave

01 · The Vision

What the founder wanted to create

City Cave began with a clear belief in the value of float therapy, recovery and accessible wellbeing. The opportunity was to turn that belief into a brand people could immediately understand, trust and experience.

A new float and wellness concept in Brisbane, entering a category that barely existed in Australia — needing a name, an identity and a way to be felt from day one.

Founder work by Shane at BIGBIG Digital, 2016.

02 · The Creation

What was brought into coherence

  • Naming
  • Brand strategy and positioning
  • Visual identity, assets and communication
  • Website and early digital foundations

03 · The Shift

What became possible

A specialist wellness offering became a clear and cohesive brand capable of supporting broader awareness, customer trust and long-term growth.

City Cave grew from that single Brisbane studio into a network of 80-plus float, sauna and massage centres across Australia, New Zealand and the United States, with public reporting (Courier-Mail / SmartCompany) putting network turnover at A$60M+ in 2023. The later growth belongs to the founders, the franchise network and the operating team — the foundations belong to this work.

Visit City Cave

In the world

In the world

  • A brand message panel and stone feature wall mid-installation during the fit-out of the first City Cave centre.
    Fit-out under way — brand panels and stone going into the first centre.
  • Shane Williams beside the newly installed City Cave Float Centre sign.
    Shane at the first centre's signage install — the brand entering the world.
  • An artist painting a chalk mural of a floating figure over a cityscape inside the first City Cave centre.
    The float mural taking shape in the very first City Cave location — the identity made physical.
  • A front-on view of the chalk mural, the artist seen from behind, working on the blue floating figure above the hand-drawn City Cave wordmark.
    The floating figure and the wordmark, drawn by hand on the wall of the first centre.
  • A wall at the first City Cave centre reading “It's time to focus on what matters most. #floatcave” beside a stone feature wall.
    “It's time to focus on what matters most.” — the brand voice on the walls.
  • Shane Williams and City Cave co-founder Tim Butters celebrating with drinks beside the chalk mural at the first City Cave launch.
    Launch day at the first centre — Shane with City Cave co-founder Tim Butters.
  • Five men side by side in front of the stone wall and chalk mural at the first City Cave centre, two wearing City Cave Float Centre t-shirts.
    With City Cave co-founders Tim Butters (second from left) and Jeremy Hassell (centre) at the first location.
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Based in Australia. Working worldwide.