Obonjan Island – Bringing a Bold Vision to Life

My Role: Co-Founder | Creative Director (Brand & Marketing / Customer Experience / Resort Design & Development)
Obonjan Island – a 56-hectare private island resort off the Dalmatian coast of Croatia—an idyllic escape with eco-designed accommodation, vibrant bars and restaurants, wellness and sports facilities, a stunning outdoor pool, and spaces dedicated to music, art, food, and entrepreneurship. Although it faced plenty of challenges, the project’s focus on building a strong brand and memorable customer experiences drove rapid growth and laid a foundation for long-term possibilities.

The Vision: A New Kind of Experiential Destination
From the start, the goal was to reinvent the concept of island travel—blending festival-style entertainment, wellness, art, and cultural programming into one seamless experience. Instead of following a traditional resort model, the team aimed to cultivate a creative community, attracting guests interested in music, innovation, personal growth, and immersive adventures.
Key Achievements:
Rapid Growth and Revenue Increase: Over just 18 months (2016–2017), Obonjan Island saw guest numbers rise from 2,000 to 7,000 and revenue expand from €800,000 to €3 million—an impressive jump reflecting the brand’s distinct positioning and strong demand for experiences that merged leisure with creativity.
High-Profile Brand Partnerships: By forming partnerships with Dazed & Confused, The Hoxton, WWFM, i-D, and more, the project drew global awareness and tapped into influential cultural platforms. These collaborations brought additional credibility and enriched the island’s mix of events.
Headline Performances: Intimate gigs featuring Anderson Paak, Four Tet, and Floating Points Live showcased Obonjan’s ability to deliver world-class entertainment in a boutique setting, appealing to both devoted fans and curious newcomers.
Extensive Media Coverage: With over 150 pieces of coverage—from The Guardian and Vice to The New York Times—Obonjan’s ethos reached an international audience. Effective PR management helped spotlight the island’s innovative approach to travel, arts, and wellness.
Private-Hire Success: Contracting and delivering €2 million of private hire sales in 2018–2019 underscored the brand’s versatility. Groups such as Baby Bathwater (US) and Black Tomato (UK) found Obonjan an inspiring venue for curated events that balanced retreat-like serenity with creative flair.
Project Exit in 2021: Having established its reputation, the project concluded with an exit—showcasing how an ambitious vision, strategic brand-building, and a people-first approach can create lasting value.

Brand as a North Star
While the development of Obonjan involved managing everything from tender processes and property design to cultural programming and sustainability strategies, a clear brand strategy became the guiding force. This brand focus shaped all aspects of the project—from visual identity and event themes to customer touchpoints like F&B offerings and wellness sessions. Every decision aimed to capture the spirit of “escape, creativity, and rejuvenation,” ensuring guests left with memorable, uplifting experiences.

Shaping the Customer Experience
Central to Obonjan’s success was a commitment to customer experience:
- Personalised Service: Guests could tailor itineraries to fit their passions—attending music gigs one night, wellness workshops the next, fostering a sense of discovery and belonging.
- Collaborative Programming: Frequent brand partnerships expanded the island’s cultural horizons, injecting fresh energy each week.
- Sustainability and Community: From eco-friendly accommodations to biodiversity studies, sustainability played a key role, enriching the overall guest story and supporting local ecosystems.

Lessons and Looking Ahead
Like any pioneering venture, Obonjan faced obstacles, including tight timelines and financial pressures. Yet, the project’s ultimate triumph was proving that thoughtful brand development and a commitment to meaningful experiences could turn an underused island into a globally recognised destination in record time.
While the journey eventually concluded in 2021, the island’s evolution highlights key takeaways for experience creators everywhere:
- A Strong Brand Vision can unite diverse stakeholders and draw audiences who resonate with that ethos.
- Curated Programming and memorable encounters cultivate loyalty and media buzz.
- Value-Driven Partnerships boost credibility, expand marketing reach, and deepen the overall offer.

Obonjan Island’s story demonstrates what’s possible when founders and teams blend bold creativity with a robust brand strategy and a relentless focus on customer experience. By harnessing clear vision, innovative partnerships, and meaningful engagement, it’s possible to breathe new life into seemingly remote destinations—and carve out a distinct space in the ever-competitive travel and events industry.