Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
To translate the design into functional collateral and packaging, we returned to the essential elements of the symbolism and language that was created in the atomic design system. We focused on the raw elements of the brand and selected brand colours, matched with collateral that adds value to the business. Starting from the formal and organic shape of the brand symbol, we launched a process of transition from the literal to the abstract. Experiential value was the code at every level.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
How do you bring creative and strategic cohesion to a fast-paced brand with high stock turnover and a growing national footprint? Our brief wasn’t just to make Femme Connection look better, it was to build a brand and digital eco-system that could evolve with its audience and deliver measurable business outcomes.
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
To translate the design into functional collateral and packaging, we returned to the essential elements of the symbolism and language that was created in the atomic design system. We focused on the raw elements of the brand and selected brand colours, matched with collateral that adds value to the business. Starting from the formal and organic shape of the brand symbol, we launched a process of transition from the literal to the abstract. Experiential value was the code at every level.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Antimony's strategy was centered around building a mobile-first content platform, serving as the nucleus for education and engagement. The website was designed to be the 'central point of truth', disseminating diverse formats of content from infographics to podcasts, all crafted to foster meaningful discussion and offer a broad perspective on key cannabis issues in Australia.
The Honahlee platform was meticulously crafted with a user-centric approach, ensuring ease of navigation and engagement. The emphasis on mobile-first content, coupled with diverse media formats, ensured that Honahlee's message reached its audience effectively, making complex cannabis information accessible and engaging
The Honahlee platform was meticulously crafted with a user-centric approach, ensuring ease of navigation and engagement. The emphasis on mobile-first content, coupled with diverse media formats, ensured that Honahlee's message reached its audience effectively, making complex cannabis information accessible and engaging
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
To translate the design into functional collateral and packaging, we returned to the essential elements of the symbolism and language that was created in the atomic design system. We focused on the raw elements of the brand and selected brand colours, matched with collateral that adds value to the business. Starting from the formal and organic shape of the brand symbol, we launched a process of transition from the literal to the abstract. Experiential value was the code at every level.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Elly Sofocli is a leading Australian bridal designer celebrated for her architectural silhouettes, artisanal detail, and daring femininity. With increasing demand from international stockists and a growing global profile, Elly needed more than a website she needed a digital ecosystem that could support e-commerce, made-to-order management, and a seamless luxury experience. As Elly Sofocli’s recognition grew, her digital presence needed to reflect the brand’s evolution from boutique atelier to a globally recognised name in bridal couture. This meant more than a pretty website. We needed to deliver a high-end experience while keeping the craftsmanship and couture details front and centre.
The bridal industry is intensely competitive. Bridal and luxury fashion brands face a delicate challenge in going digital: maintaining exclusivity while expanding access. Elly’s legacy was built offline, but the next chapter needed scalable, story-rich infrastructure. Her clients aren’t casual browsers they’re women making life-defining decisions. The experience had to meet them with elegance, clarity and confidence at every click. For Elly, growth was coming from three fronts: a surge in made-to-order demand, international stockist interest, and direct customer enquiries. However, the website lacked the functionality and flexibility to meet this scale. Stockist journeys, international clientele, and internal management tools were underdeveloped.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Elly was managing international interest, stockist growth, and made-to-order requests across disparate channels manual forms, email chains, and offline processes. Her site didn’t reflect the global brand she’d become. More than a refresh, she needed a total digital transformation to meet demand while preserving the couture feel.
We approached Elly Sofocli’s transformation with both strategy and sensitivity, ensuring that every layer of her digital ecosystem reflected the elegance of her craft while equipping her business for scale. The process began with audience and journey mapping, allowing us to fully understand the emotional, logistical and aspirational touch points of her clients.
We led a complete reimagining of the brand’s digital identity—designing a new visual system, refining her tone of voice, and crafting content to better reflect the couture experience she offers. We designed and built a custom Webflow site with a headless architecture, prioritising performance and editorial polish. We introduced e-commerce for the first time in the brand’s history, carefully balancing accessibility with exclusivity for our veil store front. This included dedicated pathways for made-to-order collections, veil purchases, and stockist engagement. On the backend, we streamlined her workflows with integrated CRM systems, custom booking forms, and scalable infrastructure, ensuring the site not only looked premium but functioned powerfully.
Every decision was made to uphold Elly’s reputation while setting the foundation for international growth, and the result is a digital presence that feels deeply personal, intelligently built, and unmistakably hers.
Elly Sofocli’s digital presence is now truly global, supporting online orders from the US, and Asia while nurturing exclusive partnerships across Australia. She now engages customers directly through a polished marketing platform, with bookings and orders streamlined through a fully integrated Webflow experience. The result? A brand that feels more herself than ever both online and offline.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
How do you bring creative and strategic cohesion to a fast-paced brand with high stock turnover and a growing national footprint? Our brief wasn’t just to make Femme Connection look better, it was to build a brand and digital eco-system that could evolve with its audience and deliver measurable business outcomes.
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
Over the past four years, Antimony has helped transform Femme Connection from a fast-fashion label into a brand that speaks to and evolves with modern Australian women. This project marked one of our most comprehensive studio engagements, spanning branding, strategy, website design, digital transformation, content production, and omni-channel optimisation.
Femme Connection approached Antimony to help evolve their visual identity and digital ecosystem. The brand had grown quickly across online and offline channels but lacked a distinctive presence and strategic framework to unify its message across platforms. Their audience was growing more diverse, and the brand needed to do the same without losing momentum.
The brand was not just visually dated; it lacked a consistent tone of voice, structure, or scalable digital strategy. On the front end, the site was underperforming in conversion, loyalty, and bounce. On the back end, there was no segmentation or omni channel thinking. More critically, Femme Connection needed to connect deeper with it's existing customers and attract new customers that had specific expectations and needs that Femme wasn't previously able to meet. An Experience.
How do you bring creative and strategic cohesion to a fast-paced brand with high stock turnover and a growing national footprint? Our brief wasn’t just to make Femme Connection look better, it was to build a brand and digital eco-system that could evolve with its audience and deliver measurable business outcomes.
“We didn’t just rebrand Femme Connection, we reimagined the kind of brand women could grow with. One that’s stylish but strategic, familiar but fresh. This was less about fashion and more about connection.”
Antimony led a complete rebrand: new logo, brand identity, and tone of voice—all underpinned by a purpose-built strategy. We rebuilt the website on Shopify, relaunched a Klaviyo email ecosystem, rolled out loyalty and UGC systems with Yotpo, activated Nosto for smart personalisation, and optimised their paid media across Meta and influencer channels. We also implemented CRO systems including heat mapping, A/B testing, and integrated performance dashboards.
Within the first 12 months of relaunching Femme Connection’s brand and digital ecosystem, the transformation was both immediate and sustained. Conversion rates on product listing pages (PLPs) rose by up to 20%, supported by the successful rollout of AI-driven recommendations through Nosto and optimised user flows. Average order value (AOV) grew by 5–8%, driven by smarter bundling, merchandising, and personalised checkout strategies.
The loyalty program surged with a 40% increase in redeemer revenue per recipient ($201 vs. $78), while SMS and email channels saw notable lifts in engagement, particularly in automation flows, which generated 65% of total email revenue. Klaviyo flows were refined to improve segmentation, uplift open rates, and boost revenue per recipient to $0.16, exceeding industry benchmarks.
Influencer partnerships delivered a 25% uplift in ROAS, thanks to performance-linked ambassador programs and UGC-driven paid content. Campaigns like trans-seasonal Click Frenzy Travel campaigns were used to blend storytelling with community impact, helping establish Femme as a brand with heart, not just a product catalogue. In total, Femme Connection emerged from a transactional retail space to a customer-first, content-rich omni-channel brand poised for scale and sustained loyalty.
To translate the design into functional collateral and packaging, we returned to the essential elements of the symbolism and language that was created in the atomic design system. We focused on the raw elements of the brand and selected brand colours, matched with collateral that adds value to the business. Starting from the formal and organic shape of the brand symbol, we launched a process of transition from the literal to the abstract. Experiential value was the code at every level.
“Antimony gave us more than a brand refresh, they built a brand we can grow into. Their work is clever, creative, and genuinely commercial. We now have a system that works hard for us and we're excited to be continuing our partnership together for a long time yet.”
