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RT EDGAR
Creative direction, franchise rebrand & digital design for Victoria's most trusted prestige property agency
EMAIL US
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A SHORT INTRODUCTION
RT Edgar is Victoria's most trusted prestige property agency. 15 franchise offices. A brand built over a decade of consistent market leadership. When they came to Antimony, the brief was direct: redesign the brand identity, unify a fragmented collateral ecosystem and build a presence worthy of the reputation. Over six months and five delivery phases, we transformed their print, digital and sales touchpoints into a cohesive, high-performance brand system.
SERVICES PROVIDED

WEBSITE & PRODUCT LANDING PAGE DESIGN


SOCIAL MEDIA ADVERTISING


MARKETING & COMMUNICATIONS STRATEGY


ADVERTISING CONTENT DESIGN


LEAD & SALES FUNNEL DESIGN & MANAGEMENT


COPPER CRM SETUP & EMAIL AUTOMATION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

CREDIT

JOE HAMMOND

VIDEO DIRECTOR & PRODUCER

LAGOON.NZ

FEATURE VIDEO PRODUCTION

THE CHALLENGE

Unifying a Legacy Brand Across 15 Franchise Offices

‍

THE CONTEXT

Prestige real estate branding in Melbourne operates on trust, consistency and perceived authority. RT Edgar had all three in reputation, but the brand system told a fragmented story. Each office operated with its own interpretation of the identity. Collateral quality varied. The digital presence lagged behind the calibre of the properties being sold.

‍

MARKET ANALYSIS

Melbourne's prestige property market demands a brand that signals sophistication before a single word is spoken. In a competitive landscape where Marshall White, Kay and Burton and Jellis Craig invest heavily in brand presentation, RT Edgar's legacy alone was not enough. The system needed to match the standing.

‍

OUR MOVE

Engineering a Brand System for Agents, Designed for Discerning Clients

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Wiroa Station

This private 88-hectare playground stretches over the tranquil Te Puna Inlet

SEE WIROA CASE STUDY

MATAKA LOT 14

This private 88-hectare playground stretches over the tranquil Te Puna Inlet

SEE MATAKA LOT 24  CASE STUDY

WORDS FROM ANTIMONY
A franchise rebrand at this scale requires equal parts creative ambition and operational pragmatism. We designed a system that agents actually use, not one that lives in a PDF. The 87% adoption rate across the network tells us the system works where it matters: in the field.
Sam Hill, Founder & Strategy Director of Antimony

Victoria's premier real estate agency, redesigned for its next chapter.

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OUR MOVE

Antimony delivered a complete franchise rebrand: creative direction, identity system, 57+ collateral assets, brand video production, social media design and a custom headless website. Every asset was engineered to work at franchise scale while maintaining the precision of a boutique brand.

‍

THE BRAND SYSTEM

Beyond the visual identity, we developed a tone of voice, brand playbook and franchise training strategy to ensure consistent rollout. The system gives individual agents the tools to personalise their presence while protecting the integrity of the RT Edgar brand across all 15 offices.

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MEASURABLE IMPACT

The rebrand drove a 41% lift in organic property enquiries, a 64% increase in monthly website sessions and a 3.2x improvement in average time-on-page across key property listings. 87% of agents adopted the new collateral system within the first quarter.

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WORDS FROM RT EDGAR
"Antimony brought strategic clarity to a project that needed both vision and precision. They understood our brand, our agents, and our clients. They delivered a system we're proud to put in front of the market."
Jeremy Fox, Director & Auctioneer
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SERVICES PROVIDED
  • BRAND & COMMUNICATIONS  STRATEGY
  • PRODUCT DESIGN
  • DIGITAL MARKETING
  • DIGITAL APP DESIGN & EXECUTION
  • LAUNCH EVENT STRATEGY
  • CREATIVE DIRECTION
  • HR MANAGEMENT & HIRING
  • SENIOR LEADERSHIP COACHING
credit
  • BRENDAN GILLEN
  • GROWTH ADVISOR
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MORE WORK IN  HEALTH AND WELLBEING
Project

Dave O’Brien

Welltech Nutrition

TYPE

Branding, Strategy

Rebrand & Product Design

Antimony Footer Discoball Image

We love to dance.  
Watch us move.

Now Hiring:
Copy Writer
CX Designer
Marketing
Manager
Internship
JOIN US
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
back to all work
Antimony Footer Dancing Man Image
SERVICES PROVIDED
  • BRAND & COMMUNICATIONS  STRATEGY
  • PRODUCT DESIGN
  • DIGITAL MARKETING
  • DIGITAL APP DESIGN & EXECUTION
  • LAUNCH EVENT STRATEGY
  • CREATIVE DIRECTION
  • HR MANAGEMENT & HIRING
  • SENIOR LEADERSHIP COACHING
credit
  • BRENDAN GILLEN
  • GROWTH ADVISOR
Antimony Footer Dancing Man Image
MORE WORK IN  HEALTH AND WELLBEING
Project

Elly Sofoclí

Sada Men

TYPE

Web Design & Development

Web Design & Strategy

Antimony Footer Discoball Image

We love to dance.  
Watch us move.

Now Hiring:
Copy Writer
CX Designer
Marketing
Manager
Internship
JOIN US
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.
We love to dance. Watch us move.
JOIN US
HOME
WORK
STUDIO
CONTACT US: MEL / AKL
ON INSTAGRAM
Antimony acknowledges the Wurundjeri people who are the Traditional Custodians of this Land on which Iwe work upon. We pay our respect to the Elders past, present and emerging of the Kulin Nation & extend that respect to other Indigenous Australians present. Their Sovereignty will never be ceded.
WE DON'T LIKE POP-UPS EITHER. BUT WE DO LIKE COMPLIANCE. HERE'S OUR PRIVACY POLICY & OUR T&CS IF YOU CARE TO READ.