Industry: Watersports apparel
Agency: Tillman Creative Co
Explore Brand Strategy
Margen
Our mission
We onboard the next generation of watermen with purpose-built gear designed to elevate performance while staying in flow with the planet.
Our vision
To provide the highest-performance, waterman-grade gear that’s stylish, durable and eco-friendly.
Our position
To support watermen in their pursuit of peak performance and limitless possibilities.
Our crew
Next-gen global watermen who respect the ocean when activating limitless.
Our brand values
Our Margen brand values embody who we are and what we stand for as a technical ocean apparel supplier. They help guide our decisions across production, sustainability, performance and the stoke factor we’re here to get behind.
Honour the sea
We respect the oceans and planet by using sustainable materials and production methods that reduce our environmental footprint.
Elevate performance
We deliver state-of-the-art product features designed to support peak waterman performance.
Trusted backup
We produce ocean-going gear to the highest quality standards in design, materials and manufacturing, so it’s always got your back.
Total teamwork
We work with a team of global innovators to continually improve product performance across form, function and environmental responsibility.
New currents
We keep our collections current by collaborating with international designers and artists.
Made for stoke
We keep the stoke factor high by making gear that looks good, feels good and goes good.
Product tagline
For the Marine Generation.
Call-to-action taglines
Hero tag:
Rise. Thrive. Respect.
Active tag:
Activate Limitless.
Value proposition
We make gear for the driven crew who thrive on pushing the margins of what’s possible on water. We’re here for frontier moments that get etched in memory, while respecting the ocean as a freedom of expression. Wherever you venture on the planet, we’ve got your back when the swell arrives, the wind kicks in and the tide turns. Because together, we are the Marine Generation.
Brand story
We. Sea. You.
Once a waterman, always a waterman. A love for the ocean has been ingrained in our DNA since childhood, when we were raised to respect the environment we played in. Over the years, this simple joy instinctively turned into a performance game: racing outriggers across the globe, still having fun, but now under conditions that demand more. Like our paddling community, saltwater life and the thrill of competition became a healthy obsession, culminating in our apparel brand, dedicated to serving fellow watermen with next-level gear designed to redefine boundaries.
MARGEN = MARine + GENeration
MARGEN means MARine GENeration — a generationally driven crew of passionate watermen and waterwomen who push human performance and endurance in ocean pursuits. We live for salty sessions, clutch moments and the waterlogged satisfaction after a long day chasing waves or paddling open waters. Deep in our undercurrent lies an innate connection to the ocean and a motivation to protect it for future generations. The ocean provides for us, so we must provide for it.
The MARGEN logo includes three oceanic elements that watermen universally study, respect and experience: waves, wind and currents. These geophysical forces are fundamental to all water pursuits and can transform an ordinary day into an extraordinary one, unlocking unforgettable new levels. This is why we respect their intoxicating energy and the global oceans in which they exist. Without them, we couldn’t pursue our passions and pass them down through generations. They keep the Marine Generation thriving and high-fiving.
Astille Designs
Industry: Women’s fashion
Agency: The New Garde
Brand playbook introduction
The Astille Brand Strategy isn’t purely a vision; it’s the pattern to our branding success. It embodies the label’s values, culture and intentions, which are co-directed by the fashion-forward women who choose Astille designs. Our brand represents the promise we keep to our customers, acting as the central source from which all marketing and communications activities are delivered: if not, our position won’t cut through, nor will our purpose resonate authentically. Together, we must live and breathe the Astille brand to make it an inspiring label to connect with and a premium garment to wear with pride.
Our mission
We empower women to celebrate their individuality by confidently wearing Astille garments and accessories, epitomising classic style with an edge of elegance.
Our vision
To be a renowned couture label embraced by progressive style seekers who value traditional tailoring paired with contemporary flair.
Our brand values
Progressive
We don’t follow fly-by-night trends nor mass-produce on demand. We craft highly-considered pieces in bespoke collections offering classic styling underpinned by a contemporary edge of elegance. Yesteryear Paris meets modern-day á la mode.
Transcendent
We look to the past to create the future by offering timeless garments and accessories that transcend time and place. A globally-aware fashion brand for an internationally-inspired fashion following.
Empowering
We have the fabric to enrich women’s lives through the self-empowering medium of unconstrained fashion confidence. When you wear Astille, you walk the runway of true potential.
Our brand personality
Passionate
We are calculated risk-takers, embodying positive energy, infectious passion and quiet determination. Life is for living, so we boldly move ahead with an optimistic outlook people are drawn to.
Worldly
We take an expansive worldview, informed by international experiences and influences. This approach gives us a grounded self-belief that still remains down-to-earth and approachable.
Confident
We stand by our individual choices and practice authenticity in everything we do — work, lifestyle, family, friends and our innate sense of style. We shine through by being effortlessly comfortable in our own skin.
Driven
We approach life with a strong work ethic, taking pride in our professional and personal achievements. We’re not about quick hacks but rather focusing on being the best version of ourselves through sincerely applied effort.
Our tone of voice
Our tone of voice is:
Confident but down-to-earth, portrayed using a conversational and relatable tone.
Inclusive when speaking with our audience, not at them, understanding their shared passion for bespoke fashion.
Aspirational, using active voice to reflect the positive emotions our garments and accessories evoke.
Simple, clean and refined — just like our tailoring — because we know who we are and don’t need to oversell ourselves.
Authentic by openly celebrating the individuality of modern women.
Our tone of voice is not:
Clever, witty, sales-heavy, or sassy, as it dilutes our more refined, polished market position.
Long-winded, lofty or high-brow, as they can polarise our audience’s grounded, pragmatic persona.
Slang- or pop culture-influenced, as it compromises our credible reputation built on premium design and enduring quality.
Product tagline
Transcend Style.
Value proposition
Welcome to a bespoke design house, where classic, mid-century chic boldly blends with a contemporary edge of understated elegance. Our eclectic collections celebrate freedom of expression through tailored fashion statements handcrafted for timeless impact. Heads will turn. Compliments will flow. Because that’s the undeniable truth when you choose to transcend style.
Alcove
Industry: Commercial retail development
Job: Name development, leasing copy (extract)
Agency: Brand Stylist
Name development
The final name chosen: Alcove.
Brand name rationale:
- “Alcove” definition: a recess in the wall or garden, an arched opening.
With this in mind, an alcove accurately reflects the centre’s hero design concept, with recessed tenancy arches and integrated garden trellises that echo the literal definition. - Upon approaching the centre, there’s a distinct correlation between the name and the architectural design of the building — a robust visual branding connection.
- The development’s chicane location, lush garden entrance and building footprint at the back of the block create an alcove-like destination and experience.
- An alcove (nook) in a home or establishment is where family and friends gather to share good company — the centre’s operational premise and customer experience dynamic.
Brand tone rationale:
- The name “Alcove” feels distinctly European, derived from Italian and Portuguese dialects.
- “Alcove” evokes a relaxed, coastal feel, inviting you to slow down and enjoy the moment.
- The retail centre “Alcove” portrays a more boutique and personal customer experience, in line with the desired tenant mix and market position — curated products and services.
- When designed in a Didone font or similar, the“Alcove” wordmark logo will have a contemporary, uber-chic look and feel.
Call to action tagline
LEASING NOW. Inspired retail spaces, architecturally designed to elevate your business.
Value proposition
Welcome to a new lifestyle destination designed for those seeking the boutique over the en masse.
At Alcove, classic style meets contemporary chic in 10 turn-key spaces, offering unlimited scope for creative, custom fit-outs. Our leasing vision is based on a conscious curation of like-minded businesses to create a community where tenants and customers can both benefit from a highly integrated centre experience.
With architectural impact, spacious tenancies, integrated amenities and on-site parking, this progressive retail opportunity is now ready to elevate your business, with expressions of interest welcomed through our website and QR code below.
See yourself at Alcove.