Case study
City Cave
Helping shape the early foundations of a nationally recognised wellness brand.
Now 80+ centres across AU, NZ & the US — A$60M+ network turnover (2023), growth carried by its founders and franchise network.
citycave.com.au (opens in new tab)
- Project
- City Cave
- Period
- 2016
- Location
- Brisbane, Australia
- Relationship
- Early-stage strategic and creative partner
- Shane's role
- Brand strategy, naming, identity and digital foundations
01 · The Vision
What the founders wanted to create
City Cave began with a clear belief in the value of float therapy, recovery and accessible wellbeing. Float therapy barely existed in Australia — the concept needed more than a name: it needed to make an unfamiliar wellness experience immediately understandable, credible and desirable.
Shane contributed to City Cave during its formative stage — through his work at BIGBIG Digital, 2016 — helping shape elements of the strategic, verbal, visual and digital foundation from which the brand later grew.
The evolution
Stewarded through chapters
2016
Brisbane — Formative concept
A new float and wellness concept preparing to enter a category that barely existed in Australia.
2016
Brisbane — Early strategic and brand contribution
Naming, brand strategy, identity and digital foundations — Shane's contribution through BIGBIG Digital.
2016
Brisbane — First public expression
The first centre opens — signage, mural and launch photographed in the gallery below.
2016–present
Australia, NZ & the US — Later independent growth
Growth carried by the founders, the franchise network and the operating team — from a single Brisbane studio to more than 80 centres.
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 (opens in new tab)In the world
In the world
Fit-out under way — brand panels and stone going into the first centre. 
Shane at the signage install — the brand entering the world. 
The float mural taking shape in the very first City Cave location — the identity made physical. 
The floating figure and the wordmark, drawn by hand. 
“It's time to focus on what matters most.” — the brand voice on the walls. 
Launch day at the first centre — Shane with City Cave co-founder Tim Butters. 
With City Cave co-founders Tim Butters (second from left) and Jeremy Hassell (centre) at the first location.
The proof
What this project demonstrates
Early-stage brand creation
Shaping the foundation of a new concept before broad market recognition.
Strategic identity
Connecting naming, positioning, identity and digital expression.
Foundations for scale
Creating a coherent early brand system able to support future growth.
What are you here tobuild — or steward?
Tell us what you are holding, what you believe it could become and why it matters.