Gwinganna x MARIACHI®

Gwinganna Retreat & Spa

STUDIO SERVICES

Brand Anlalysis
Brand Strategy
Creative Direction / Art Direction
Brand Identity Refinement
Brand Guidelines
Video Creation
Photography & Videography Direction

Client

Gwinganna Retreat & Spa

COLLABORATORS

Tobias Black

Remco Jansen

Live website

Visit website

Gwinganna is a premium lifestyle retreat set in the Gold Coast hinterland, offering transformative wellness experiences grounded in nature, reflection and healing.

We initially partnered with the team to realign and refresh the brand. As the engagement evolved, our role expanded to include brand strategy, creative direction, campaign development and video production across thier digital platforms.
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The result is a cohesive brand and content system that captures the true essence of the Gwinganna experience, shifting the focus from what it is – to how it feels.

Logo REFINEMENT

CREATIVE DIRECTION / PHOTOGRAPHY

The Challenge

Gwinganna had a strong reputation and a unique offering, but the brand was beginning to drift away from what made the experience truly special.
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Like many wellness brands, communication had become focused too heavily on apealing to sustainability and on describing the features, facilities and location, rather than expressing the deeper emotional and sensory experience that defines the retreat.
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The challenge was to realign the brand so it accurately reflects the pace, energy and atmosphere of Gwinganna, while elevating its position as a premium, transformative experience.

BRAND EXPERIENCE VIDEO

Strategy

The strategy centred around a defining idea:
Let it breathe

More than a creative direction, it evolved into a guiding principle for the entire brand. At Gwinganna, the experience is defined by moments where time slows, attention sharpens and nature comes into focus. The environment invites reflection, healing and a deeper connection to place.
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Rather than filling every moment and opportunity with information and detail, the direction of the brand was to create space – everywhere. Space for the message, space for the visuals and space for the audience to pause and engage, just like they do in the experience when clients visit the retreat.
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This thinking extends beyond marketing. It influences how content is created, how layouts are structured and even how experiences are communicated across the business.

A brand that feels calm, intentional and immersive, reflecting the true nature of the Gwinganna experience.

BRAND REFRESH / Brand GUIDELINES

CREATIVE DIRECTION / Photography

advertising campaign

BRAND PHOTOSHOOT

Ideation

The identity and content system is built to express feeling over function, capturing the sensory and emotional qualities of the retreat.
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Visual direction plays a central role. Imagery focuses on moments rather than activity, using a combination of close-up details and expansive landscapes to highlight the beauty and uniqueness of the environment that is unique to this area.
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Natural elements such as light, texture and movement are used to create depth and atmosphere. The use of dappled light as a graphical device, for example, introduces softness and subtlety reinforces a sense of calm and presence throughout the identity.
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The pacing of content is equally important. Campaign executions and video assets are intentionally slower, allowing time for each moment to be experienced rather than rushed. Pauses between messages mirror the rhythm of breathing, encouraging the audience to slow down and engage more deeply.
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This thinking was brought to life through a brand video, which captures the essence of Gwinganna as a feeling rather than a destination.

Across web, social and digital campaigns, this system ensures consistency while allowing flexibility. Each touchpoint reinforces the same core idea, creating a cohesive and immersive brand experience that invites the viewer to come to Gwinganna and discover more.

"What we gained was not just a brand refresh, but a deeper connection to our story through the lens of how the brand should ‘feel’, rather than simply what we do."

Ché De Jong

Marketing Manager - Gwinganna Retreat & spa

SPA MENU DESIGN & Messaging APPLICAtioN

BRAND PHOTOSHOOT / STYLE TEST (AI)

The Final Word

Before we engaged Mariachi, we knew our brand was heading in the wrong direction, and it was beginning to show in how we were being perceived.

As a Marketing Manager, I understood the impact that a high-level brand refresh and re-alignment could have in repositioning our offering and re-invigorating the brand. Mariachi was our first choice to make it happen.

The process allowed us to reshape how we are seen in a way that more accurately reflects the uniqueness of the Gwinganna experience. What we gained was not just a brand analysis and refresh, but a deeper connection to our story through the lens of how the brand should ‘feel’ rather than simply what we do.

This was a powerful shift, as it aligned closely with our philosophy and resonated strongly with our leadership team, uniting us through our deep connection to this place.

We see our ongoing collaboration with Mariachi as an invaluable part of ensuring the brand continues to reflect the level of quality that this unique place truly deserves.

Ché De jong - Marketing Manager at Gwinganna