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Explore Brand Strategy


INDUSTRY: Water sports apparel.
AGENCY: Tillman Creative Co.

Our Mission 

We onboard the new generation of watermen with purpose-built gear intuitively designed to elevate ocean athlete performance while staying in flow with the planet.

Our Vision

To make high-performance waterman-grade gear that’s affordably stylish and produced with eco-friendly intentions.

Our Position

To elevate waterman performance.

Our People

The new generation of global watermen.

Our Brand Values

Our company values represent the beliefs, commitment and spirit we cultivate in and out of the water. They guide our journey and help us make decisions that positively impact the gear we produce, the watermen we back and the habitat we thrive in.

Honour the Sea

We respect the ocean and planet by employing sustainable product solutions that reduce our environmental footprint.

Elevate Performance

We offer cutting-edge performance features that elevate the performance of passionate watermen.

Survive the Storm

We produce ocean-faring gear with the highest quality standards in design, materials and manufacturing, so watermen always make it home.

Total Teamwork

We are a supportive crew of progressive thinkers jointly driving gear innovation across form, fit and function.

Sea Change

We keep our gear fresh by inviting international artists and designers to collaborate in standout capsule collections.

Stay Stoked!

We help keep the stoke in the struggle when peak waterman limits kick in through aspirational gear that makes you feel good.

Our Hero Tagline


FOR THE MARine GENeration.

Our Call to Action Tagline

Rise. Thrive. Respect.

Our Hero Statement 

We make gear for the new breed of ocean athlete — the driven few who rise and thrive by pushing the margins of what’s possible in the water. It’s about going for frontier moments that live in memory while respecting the oceanic environment that grants us our expressive freedom. Wherever you may be, we’ve got your back when the swell arrives, the wind kicks in and the tide turns. Together, we are the marine generation.


INDUSTRY: Fashion.
AGENCY: The New Garde.


The Astille Brand Strategy is not just a vision; it’s a roadmap to our success. It builds on a vision that emerges from the company’s values and culture, aligned with customers’ fashion needs, desires and lifestyle goals. Our brand is not just a name; it’s a promise we make to our customers and the central, unifying source in which all actions, behaviours and communications align — if not, Astille’s legitimacy and perceptions can be damaged in the market. We must live and breathe the Astille brand daily to bond our entire network and make it relevant and aspirational to connect with through a shared experience.


Our Mission

We inspire women to celebrate authenticity through premium garments and accessories epitomising classic style with an elegant edge.

Our Vision

To be a highly regarded, bespoke women’s wear label widely embraced by style leaders and the international fashion community.

Our Brand Values


We don’t follow overnight trends or mass-produce. We craft well-considered pieces in bespoke collections that offer classic styling with a contemporary edge of elegance. Yesteryear Paris meets modern-day á la mode.


We look to the past to create our future by offering timeless garments and accessories that transcend time, age and country.
A globally-aware fashion brand for an internationally-inspired fashion community.


We have the fabric to enrich women’s lives through the self-empowering medium of forward-thinking fashion.
When you wear Astille, you walk a runway of endless possibilities. 

Our Brand Personality


We are calculated risk-takers, full of energy, passion and determination. Life is for living, so boldly let go with an aspirational attitude that people are drawn to.


We take an expansive worldview and seek intercontinental exploration and experiences. This lifestyle gives us a self-assured confidence that’s still down-to-earth and inclusive.


We respect our individual life choices and remain authentic in everything we do — work, play, family and relationships. We shine in a crowd by being effortlessly comfortable in our skin.


We progress through life with a strong work ethic, taking pride in our professional and social achievements. We’re not about quick hacks; we focus on being the best version of ourselves for the benefit of everyone in our lives.

Our Tone of Voice


The Astille brand voice is confident but in a down-to-earth persona. It’s steady with a sense of sincerity and familiarity by using a conversational and relatable tone of voice.

We speak with our audience — not at them — understanding their equalled passion for bespoke fashion, professional progression and worldly experiences.

An aspirational feel is always present in our communications due to a relatable level of sophistication aligned with the Astille product offering.

We keep it simple, bright and refined — just like our tailoring — because we know who we are and don’t need to oversell ourselves.

Most of all, we’re authentic and openly celebrate the individuality of the modern-day woman.


The Astille brand voice is not clever, witty, salesy or sassy.

We don’t waffle on with long-winded descriptions or communicate in an intellectually elite context.

We’re not highbrow nor academic in our use of language and associated tone.

Above all, we never use slang or pop culture references that compromise the Astille brand position and reputation in the market.

Our Hero Tagline


Transcend Style.

Our Hero Statement

Enter a bespoke boudoir, where classic, mid-century chic boldly blends with a contemporary edge of understated elegance — an eclectic collection of stylish silhouettes for women celebrating their freedom of identity through standout fashion statements. Heads will turn. Compliments will flow. Because that’s the undeniable truth when you choose to transcend style.


INDUSTRY: Commercial development — boutique retail.
JOB: Name development, leasing copy for the website, brochure and social — extract.
AGENCY: Brand Stylist.

Name Development

The final name chosen — “Alcove”.

Brand name direction rationale:

  • The “alcove” definition: a recess in the wall or garden, an arched opening.
    With this in mind, an alcove accurately reflects the hero design concept of the centre, with recessed tenancy arches and integrated garden trellises embracing the 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 in a home or establishment is where family and friends come together to share good company — the centre’s premise and dynamic.

Brand name 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 centre “Alcove” portrays a more intimate and personal customer experience, in line with the desired tenant mix and market positioning — boutique businesses juxtaposed to mass retail.
  • When designed in a Didone font or similar, the letters in “Alcove” will look uber-chic as a wordmark logo.

Call to Action Tagline

LEASING NOW. Inspired retail spaces designed to elevate your business.

Hero Paragraph

Welcome to a new lifestyle destination designed for tenants and customers who appreciate the boutique over the en-masse.

At Alcove, classic style meets contemporary chic in 10 turn-key spaces, offering unlimited scope for creative fit-outs and custom uses.

Our leasing vision is to assemble a like-minded community of complementary businesses so customers can enjoy a truly connected centre experience.

With architectural impact, spacious tenancies and integrated amenities, this progressive retail opportunity is now ready to elevate your business, with leasing expressions of interest welcomed through the website and QR code below.

Come and explore your new Alcove.