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Aaron's work is everywhere across Melbourne hospitality, but it lived under other people's brands. He had 30 years of craft and no commercial identity, portfolio or system to turn reputation into a steady flow of the right briefs.
Hand-painted signwriting and lettering are having a moment as venues chase character over template. Aaron had the pedigree the trend is built on, but no way to be found, pitched or booked as a brand in his own right.
We built Aaron a commercial identity, a portfolio designed to win briefs, a content and channel strategy to reach venue owners directly, and a business model that turns three decades of craft into a scalable creative practice.
Antimony delivered brand strategy and positioning, a brand identity and design system, a commercial portfolio designed and produced to win briefs, content strategy and editorial direction, tone of voice, a business and revenue model, and social media channel setup and launch.
We turned a body of work into a brand that sells it, a portfolio and positioning that let Aaron pitch directly to venue owners on the strength of his name, not just word of mouth.
In the first six months the brand gained 2,400+ organic Instagram followers, and the portfolio site drew 3,800 sessions within 90 days of launch. Aaron secured 6 new venue commissions post-launch, with average project value up 65% and revenue up 42% in the first year.
