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SOLACE SAUNAS
Brand identity, website, lead generation and a national go-to-market plan for a Victorian wellness brand going nationwide
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A SHORT INTRODUCTION
Solace Saunas had a strong product and a loyal Victorian following, but a digital presence that wasn't working hard enough for either. They were ready to move from a state niche to a national brand and needed the identity and systems to get there. Antimony rebuilt Solace from the ground up: identity, design system, website, content, channel strategy, lead generation and a national go-to-market plan, with the pricing and competitive positioning to back the expansion.
Barfoot & Thompson is New Zealand's largest privately owned agency, family-run for a hundred years. They brought us in to sell their most remote, premium coastal listings the way the best brands sell anything: online, at scale, to exactly the right people.The job was to turn high-end video and photography into a journey that found serious buyers and warmed them up long before they stood on the land. So we built the system to do it, and built it to repeat.
THE CHALLENGE

Taking a Victorian favourite national

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THE CONTEXT

Solace had the product and the local loyalty, but the brand and digital presence weren't pulling their weight. To expand beyond Victoria they needed more than a refresh. They needed a brand and a pipeline built for national demand.

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THE MARKET

Home wellness has boomed, and infrared saunas have moved from luxury to considered purchase. The category is filling fast with imported, undifferentiated product. Solace had the quality to lead, but needed the positioning to be chosen.

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OUR MOVE

We rebuilt the brand and the commercial engine behind it. A new identity and design system, a website built to convert, lead generation and pipeline infrastructure, and a national go-to-market plan with the pricing and positioning to compete well beyond Victoria.

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
Solace already had the product and the believers. The job was to build a brand worthy of it and a pipeline that could carry it nationally. Good product earns a following. Brand and systems build a business.
Sam Hill, Managing Director of Antimony

From Victorian niche to national brand.

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WHAT WE DELIVERED

Antimony delivered a brand identity and design system, event presentation design and print production, a lead generation strategy and pipeline infrastructure, a content strategy and editorial direction, a national go-to-market and expansion plan, business consulting and growth advisory, and channel design and social media setup.

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BRAND BUILT TO CONVERT

A new identity, design system and website gave Solace a presence that matched the product, built to turn interest into qualified enquiry rather than just look the part.

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A NATIONAL PIPELINE

Lead generation, pricing, positioning and a go-to-market plan replaced a Victorian niche with a national footprint, and a sales pipeline built to keep filling.

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MEASURABLE IMPACT

Paid media returned 3.7x and qualified inbound leads rose 210%, with the brand now reaching four states. Website conversion improved 12.62%, customer acquisition cost fell 22%, and an email database of 6,200+ was built from zero.

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WORDS FROM SOLACE SAUNAS
"We knew we had a great product. Antimony gave us the brand and the systems to actually prove it. Two years in, we're operating nationally and the pipeline has never looked better."
Andrew Giardina, CEO
Solace Booklet 4
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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
Antimony Footer Dancing Man Image
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.
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 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.