Carl Navè
Selected work

RT Edgar

Brand Transformation | Customer Experience | Digital Strategy & Delivery

An established real estate group, reimagined for a changing market

Client
RT Edgar, real estate, Melbourne
Engagement
From September 2024
My role
Account Director, then Client Services Director, Antimony Studio
A hanging RT Edgar sign in navy with the white wordmark, on a concrete building

Business context

With a history dating back to 1894, RT Edgar is one of Melbourne's established real estate groups, recognised across premium residential markets.

Its longstanding reputation and established client relationships were considerable assets. At the same time, a business operating across multiple offices, agents and marketing channels needed a consistent identity and digital experience that could serve both existing and future customers.

Our engagement brought together brand development, customer experience, website redevelopment and integrated communications as part of a broader programme of modernisation.

The challenge

RT Edgar needed to evolve its brand and digital presence without losing the recognition and trust it had built over generations.

The challenge extended beyond the visual identity. Customers encountered the business through a combination of property listings, search platforms, office communications, agent relationships, printed marketing and the website.

These touchpoints needed to form a coherent customer experience.

The work also involved multiple internal and external stakeholders, with creative, technical and operational decisions that needed to be aligned across the broader programme.

Our approach

Antimony Studio approached the engagement as an interconnected programme of research, brand development, digital experience and communications.

Research & customer experience

The initial work included competitor research, audience segmentation and customer journey mapping to understand the market, customer needs and opportunities to improve the experience.

These insights informed strategic recommendations and helped establish priorities across the brand and digital workstreams.

Brand identity & application

The creative team refreshed RT Edgar's identity, including the RTE monogram and supporting brand elements.

The refreshed identity was developed for application across customer-facing touchpoints, including property marketing, brochures, sales boards and signage.

Website & digital experience

The website programme brought together the refreshed visual identity, content, customer experience considerations and property search functionality.

Delivery required coordination with the client's communications team, studio specialists and technical stakeholders, including discussions around CMS data, property search requirements and API integrations.

Content & integrated communications

The wider programme included content planning, video production oversight and the development of communications and marketing applications that supported a more consistent brand presence.

The refreshed RTE monogram, with Est 1894, over an interior with a marble fireplace
The refreshed RTE monogram and lock-up.
RT Edgar brand guidelines overview: wordmark, RTE monogram, colour palette, typefaces and brand tone
Brand guidelines: the system at a glance.
Construction grid for the RT Edgar wordmark on navy Construction grid for the RTE monogram on blue
Wordmark and monogram construction.
The RT Edgar website home page on desktop: Buy, Sell, Lease and Agents over a sunlit staircase The RT Edgar website home page on desktop over a heritage facade
The website on desktop.

My contribution

As Account Director, I led the client relationship and coordinated delivery across the broader engagement.

My responsibility was to connect the client's objectives with the studio's strategic, creative and technical work, ensuring priorities remained aligned and that the different workstreams progressed together.

I worked directly with RT Edgar stakeholders and external technical partners, managing project communication, briefing, reviews, delivery priorities and the dependencies between brand, content, customer experience and website development.

I also contributed to customer journey mapping and the development of client-facing CX recommendations, helping translate research into practical priorities.

Brand design, specialist strategy, development and creative production were delivered collaboratively by the wider Antimony Studio team.

RT Edgar property brochure with a pale blue cover RT Edgar property brochure with a navy cover
Property brochures.
Brochure spread with a feature statement and interior photography Brochure spread with property details and a living room
Brochure spreads.
RT Edgar sales board in a garden setting Double-sided RT Edgar street billboard RT Edgar campaign board in the street
Sales boards and outdoor campaign.
An RT Edgar campaign board on a red brick wall in a Melbourne street A navy RT Edgar open home A-frame on a footpath
Signage across the city.

Services & deliverables

  • Brand and competitive research
  • Audience segmentation and customer journey mapping
  • CX strategy and recommendations
  • Brand identity refresh and design system
  • Website strategy, design and development
  • Property search and technical integration coordination
  • Content strategy and production
  • Printed marketing, sales boards and signage
  • Client stakeholder and project delivery management
The new RT Edgar website on a phone An agent profile page on the RT Edgar website
The website on mobile.

Outcome

The engagement brought together previously distinct brand, customer experience and digital workstreams into a coordinated programme.

The resulting work included a refreshed identity, website redevelopment, customer experience recommendations and a consistent suite of marketing applications for use across the business.

My contribution centred on leading the client relationship and helping the different teams deliver an integrated outcome.

Visit rtedgar.com