# Antimony Studio

> Antimony Studio is an independent, strategy-led creative studio that makes brilliant brands impossible to ignore. Brand strategy, identity, web design, product development and growth for clients in Melbourne, Auckland and internationally. Founded 2018, led by Managing Director Sam Hill.

## Pages
- [Home](https://www.antimonystudio.com/) – Studio overview and positioning.
- [Work](https://www.antimonystudio.com/work) – Client case studies across branding, web, product and growth.
- [Studio](https://www.antimonystudio.com/studio) – Who we are, how we work, the team and our impact.
- [Insights (Journal)](https://www.antimonystudio.com/journal) – Practical thinking on brand strategy, web design, lifecycle marketing and how brands get found in the age of AI search. New article every we
- [Proof](https://www.antimonystudio.com/proof) – Client results with real metrics.
- [Archive](https://www.antimonystudio.com/archive) – Working archive of identity, editorial, packaging and art direction.
- [Contact](https://www.antimonystudio.com/contact) – Start a project.
- [Join Us](https://www.antimonystudio.com/join-us) – Careers at Antimony Studio.
- [Privacy Policy](https://www.antimonystudio.com/privacy-policy)
- [Terms & Conditions](https://www.antimonystudio.com/terms-condiditons)

## Work by sector
- [Property case studies](https://www.antimonystudio.com/category/property)
- [Health & Wellbeing case studies](https://www.antimonystudio.com/category/health-wellbeing)
- [Fashion case studies](https://www.antimonystudio.com/category/fashion)
- [Retail case studies](https://www.antimonystudio.com/category/retail)
- [Food & Hospitality case studies](https://www.antimonystudio.com/category/food-hospitality)
- [Technology and everything else case studies](https://www.antimonystudio.com/category/everything-else)

## Case studies
- [5th Element Wellness](https://www.antimonystudio.com/works/5th-element-wellness) – brand, digital, product and leadership strategy for Australia's most awarded wellness business.
- [Aaron McKenzie](https://www.antimonystudio.com/works/aaron-mackenzie) – Commercial identity, portfolio and business model for a 30-year sign and mural artist
- [Antimony](https://www.antimonystudio.com/works/antimony) – The hardest brief we've ever written was our own. Antimony, rebranded from first principles.
- [Barfoot & Thompson](https://www.antimonystudio.com/works/barfoot-thompson) – $38M in remote coastal property sold through a repeatable, full-funnel lead engine.
- [Blanc Bridal](https://www.antimonystudio.com/works/blanc-bridal) – Brand, website and a national sales system for a founder-led couture bridal atelier
- [Byron Bay Bone Broth](https://www.antimonystudio.com/works/byron-bay-bone-broth) – From wholesale credibility to DTC brand power. A 12-year bone broth business transformed for direct-to-consumer growth.
- [CardiAction Screening](https://www.antimonystudio.com/works/cardiaction-screening) – Brand strategy, content and pharmacy partnerships for Australia's pioneering cardiovascular screening network.
- [Casper Magazine](https://www.antimonystudio.com/works/casper-magazine) – Category Branding & Design for Melbourne's Leading Fashion & Lifestyle Publication
- [Dave O'Brien](https://www.antimonystudio.com/works/dob) – Personal brand identity and strategic positioning for one of Melbourne's most respected wellness and performance leaders
- [Elly Sofocli](https://www.antimonystudio.com/works/elly-sofocli) – From local bridal designer to global stockist network. Brand, digital and trunk show strategy across NYC, London and Paris.
- [Femme Connection](https://www.antimonystudio.com/works/femme-connection) – Full-spectrum rebrand and eCommerce transformation for one of Australia's fastest-growing women's fashion labels.
- [Firma Group](https://www.antimonystudio.com/works/firma-group) – Premium builder repositioning, brand system, collateral and go-to-market for Melbourne's most ambitious construction group.
- [Full Moon Reset](https://www.antimonystudio.com/works/full-moon-reset) – Brand, packaging, website and the systems to scale a ritual-based wellness brand
- [Future Isles](https://www.antimonystudio.com/works/future-islands) – Three years embedded as the brand and growth team behind $26.5M of rare coastal property.
- [Isadora Nim](https://www.antimonystudio.com/works/isadora-nim) – Brand, go-to-market and an events-to-revenue engine for an inclusive made-to-measure tailoring house
- [Jellis Craig](https://www.antimonystudio.com/works/jellis-craig) – Prestige property storytelling and digital campaign execution that turned a single listing into a national media moment.
- [Ka Ka Wa](https://www.antimonystudio.com/works/ka-ka-wa) – From concept to commerce: brand strategy, identity and retail positioning for New Zealand's finest cacao confectionery.
- [Ken AI](https://www.antimonystudio.com/works/ken-ai) – Brand, design system, website and global GTM for a personalised B2B cold-outreach product.
- [Lindsay Ryan](https://www.antimonystudio.com/works/lindsay-ryan) – Personal branding website and performance marketing for Melbourne's top-performing real Estate agent.
- [Lion Rock Station](https://www.antimonystudio.com/works/lion-rock) – A Bay of Islands outlook across 144 islands, marketed on the view that sells itself.
- [MY PALOMA](https://www.antimonystudio.com/works/my-paloma) – Brand system, e-commerce and growth platform for a Melbourne-based wearable art and jewellery designer.
- [Mataka Station](https://www.antimonystudio.com/works/mataka-lot-14) – Bare clifftop land at the top of New Zealand, sold on architectural vision alone.
- [Obie](https://www.antimonystudio.com/works/obie) – Brand identity, product strategy and go-to-market planning for Australia's first personalised fintech platform.
- [Onitsuka Tiger × Patou](https://www.antimonystudio.com/works/tiger-x-patou) – Global campaign strategy and multi-market activation for a luxury fashion collaboration across three continents.
- [RT Edgar](https://www.antimonystudio.com/works/rt-edgar) – A decade-strong prestige property brand, unified across 15 franchise offices through identity, collateral and digital.
- [Re<>Defined](https://www.antimonystudio.com/works/re-defined) – Brand strategy, identity and experience design for an award-winning holistic wellness destination in New Zealand.
- [Rustic Rishi](https://www.antimonystudio.com/works/rustic-rishi) – Brand, website and business model to scale a personal plant-based food practice into a national brand
- [Sada Men](https://www.antimonystudio.com/works/sada-men) – Australia's first men's clay mask, launched from zero to retail shelves through brand, UGC and a 286-strong ambassador army.
- [Solace](https://www.antimonystudio.com/works/solace) – Brand, lead generation and national go-to-market for a premium Australian sauna brand
- [Taiharuru Cove](https://www.antimonystudio.com/works/taiharuru) – A secluded Whangarei Heads estate, sold to a five-country buyer pool through 209 leads at $16.20 each.
- [The Collective Supplement Co](https://www.antimonystudio.com/works/tcsc) – $244K in year-one sales and 243% revenue growth. A supplement start-up turned into a credible health brand
- [Wairoa Station](https://www.antimonystudio.com/works/wiroa) – A working Bay of Islands station, sold on the life it offers, not the floorplan.
- [Welltech Nutrition](https://www.antimonystudio.com/works/welltech-nutrition) – Rebrand and product design for a premium Australian sports performance and lifestyle supplement brand.
- [Welly Deli](https://www.antimonystudio.com/works/welly-deli) – Full rebrand, packaging and channel design for a much-loved neighbourhood deli
- [honahlee](https://www.antimonystudio.com/works/honahlee) – Australia's first cannabis education platform, built from vision to community with a mobile-first UX.

## Journal articles
- [Supplement Brands Compete on Price. The Ones That Last Compete on Formulation.](https://www.antimonystudio.com/journal/compete-on-formulation-not-price) – Price is the only position a competitor can take from you overnight. Welltech moved off it and lifted email open rates 40% without changing 
- [The Ambassador Program That Actually Sells](https://www.antimonystudio.com/journal/ambassador-program-that-sells) – Most ambassador programs are discount codes with extra admin. The ones that work recruit customers, not audiences.
- [How to Build Trust in a Category Built on Claims](https://www.antimonystudio.com/journal/trust-in-a-category-of-claims) – When every brand asserts the same benefit, assertion stops working. What moves trust is evidence somebody else can verify – and a number you
- [One Product Is Enough](https://www.antimonystudio.com/journal/one-product-is-enough) – A range at launch is usually a hedge against not knowing who your customer is – and it multiplies every cost you have.
- [Practitioner Trust Is the Fastest Route to DTC Growth](https://www.antimonystudio.com/journal/practitioner-trust-dtc-growth) – In a category where every brand claims the same benefits, borrowed clinical credibility outperforms bought attention – and most wellness bra
- [What It Actually Costs to Launch a Supplement Brand in Australia](https://www.antimonystudio.com/journal/supplement-brand-launch-cost-australia) – The question every founder asks and nobody answers honestly. The formulation is the cheap part – and the part everyone budgets for.
- [The Entity Problem: Why AI Doesn't Know Who You Are](https://www.antimonystudio.com/journal/entity-problem-ai-doesnt-know-you) – Being crawlable is not the same as being known. If an AI system cannot confidently identify who you are, it will not recommend you – and mos
- [Two Thirds of Searches End Without a Click. Design For That.](https://www.antimonystudio.com/journal/zero-click-search-design-for-it) – 64.8% of Google searches now end without a click, up from 50% in 2019. If the result surface is the destination, the brief changes.
- [How Perplexity Actually Reads Your Website](https://www.antimonystudio.com/journal/how-perplexity-reads-your-website) – Perplexity does not read your page. It retrieves it, cuts it into chunks, and answers from the pieces. Everything about how you should write
- [FAQ Schema Is the Highest-Leverage Markup You're Not Using](https://www.antimonystudio.com/journal/faq-schema-ai-citations) – Google uses schema to display information. AI systems use it to understand and attribute. That difference has quietly made structured data o
- [What llms.txt Actually Does (And What It Definitely Doesn't)](https://www.antimonystudio.com/journal/what-llms-txt-actually-does) – llms.txt is widely sold as a robots.txt for AI. It is not. It cannot block a single crawler and it will not move your Google rankings.
- [Your Google Rankings No Longer Predict Your AI Visibility](https://www.antimonystudio.com/journal/rankings-dont-predict-ai-visibility) – The overlap between top Google results and the sources AI actually cites has collapsed from 70% to under 20%. Ranking and being cited are no
- [Why Your Best Content Is the Article You Haven't Written Yet](https://www.antimonystudio.com/journal/best-content-article-not-written) – One well-structured article can generate leads for years. Most brands never write it, because the algorithm rewards volume. Here's what it l
- [The Content Formats That Build Trust vs the Ones That Build Reach](https://www.antimonystudio.com/journal/content-formats-trust-vs-reach) – Reach gets you seen. Trust gets you chosen. Most content strategies optimise for one and ignore the other – here's how to balance them.
- [Why Your Contact Page Is Losing You Clients](https://www.antimonystudio.com/journal/contact-page-losing-clients) – The contact page is the last page a visitor sees before becoming a client. Most brands design it last and invest in it least. Here's the cos
- [The Website Copy Mistake That Kills Conversion Before the Scroll](https://www.antimonystudio.com/journal/website-copy-mistake-conversion) – Most websites lose the visitor in the first sentence – before the scroll, before the design has a chance to work. Here's the copy mistake be
- [What Your Unsubscribe Rate Is Actually Telling You](https://www.antimonystudio.com/journal/unsubscribe-rate-telling-you) – An unsubscribe is not a failure. It's a signal, and it means something different depending on when it happens. Here's how to read the four p
- [The Welcome Email Is the Most Important Email You'll Ever Send](https://www.antimonystudio.com/journal/welcome-email-most-important) – Welcome emails see 50–80% open rates – the most attention a subscriber will ever give you. Most brands spend it on a discount code, then go 
- [The Re-engagement Campaign Most Brands Send Too Late](https://www.antimonystudio.com/journal/re-engagement-campaign-too-late) – By the time most brands send a re-engagement email, the subscriber has already left. Here's when to send it, and what to say when you do.
- [Why Email Frequency Is the Wrong Thing to Optimise For](https://www.antimonystudio.com/journal/email-frequency-wrong-optimisation) – The question is not how often you should email. It's whether you have something worth saying – and the one metric that tells you if it's wor
- [5 Behavioural Triggers Every Ecommerce Brand Should Have Running](https://www.antimonystudio.com/journal/5-behavioural-triggers-ecommerce) – Sending emails on a schedule is email marketing. Sending them based on what a customer did is lifecycle marketing. The five triggers to buil
- [The Rebrand Won't Fix It. (And What Will.)](https://www.antimonystudio.com/journal/rebrand-wont-fix-it) – A new logo on a broken strategy is the most expensive way to look like you're fixing something. Here's what to resolve before you brief a re
- [You Don't Have a Marketing Problem. You Have a Journey Problem.](https://www.antimonystudio.com/journal/journey-problem-not-marketing-problem) – When results plateau, the instinct is to spend more. But if the journey is broken, more marketing just brings more people to the moment they
- [Why Acquisition Is a Vanity Metric (And What Retention Is Actually Telling You)](https://www.antimonystudio.com/journal/acquisition-vanity-metric-retention) – Brands celebrate new customer numbers while ignoring the signal hidden in churn. Retention is what tells you whether the brand is working.
- [Why Your Abandoned Cart Flow Isn't Working (It's Not the Discount)](https://www.antimonystudio.com/journal/abandoned-cart-flow-not-the-discount) – The abandoned cart discount trains customers to abandon on purpose. The fix is diagnosing why the cart was abandoned and answering that spec
- [How to Run Website UAT Without Losing Your Mind (or Your Launch Date)](https://www.antimonystudio.com/journal/website-uat-without-the-pain) – Website UAT collapses when feedback arrives as screenshots and Slack threads. A simple triage system protects both quality and the launch da
- [Why Most Brands Use Data Backwards (And What It Costs Them)](https://www.antimonystudio.com/journal/brands-use-data-backwards) – Most brands measure what already happened and call it insight. The more useful question is what the data is telling you to do next.
- [Gmail Is Not Punishing DTC. It Is Punishing Bad Lifecycle Marketing.](https://www.antimonystudio.com/journal/gmail-dtc-lifecycle-marketing) – Gmail is not targeting DTC. It is filtering email nobody asked for. Earn the inbox and the deliverability problem largely solves itself.
- [Your Brand Got You Here. It Will Not Get You to the Next Stage.](https://www.antimonystudio.com/journal/founder-led-brand-evolution) – The brand a founder built on force of personality is often the same brand that stalls at scale. How to tell when yours has, and what to do.
- [ChatGPT Ads Are Live. Here Is What Nobody Is Telling You About Whether They Are Worth It.](https://www.antimonystudio.com/journal/chatgpt-ads-worth-it) – ChatGPT ads are live. Before you spend, four questions decide whether the placement is worth it for your brand or just a costly experiment.
- [What a $16 Billion SaaS Company Can Teach Every Brand About the Future of Search](https://www.antimonystudio.com/journal/rippling-playbook-future-of-search) – A $16 billion SaaS company rebuilt its site around how people actually search now. Three moves any brand can copy.

## What we do
- Brand strategy and positioning
- Brand identity and design systems
- Website design and development
- Product development
- Go-to-market strategy, customer research and competitive analysis
- Lifecycle, content and performance marketing
- Experience and activation design

## Connect
- Email: hello@antimonystudio.com
- Instagram: https://www.instagram.com/antimonystudio___/
- LinkedIn: https://www.linkedin.com/company/antimonystudio/
- Vimeo: https://vimeo.com/antimonystudio
- Sitemap: https://www.antimonystudio.com/sitemap.xml