FOR THE MARINE GENERATION
MARGEN is a brand dedicated to the ocean and its people. As an up-and-comer in the sporting garment & accessory industry, founders Nick & Franck sought to create a brand would make a splash in the proverbial ocean.
Both with a passion for extreme ocean sports, involvement in national sporting communities and a heavy dose of over-exposure to the fast-fashion industry, Nick & Franck set out to create a brand driven to do better. A brand that didn’t just look different, but was made differently. A promise to deliver quality-made goods with a clean manufacturing footprint, and a bunch of good stories to tell along the way.
We were engaged to create from scratch an identity that represented everything they envisioned their brand would be. From naming and messaging to a complete visual identity package and rollout, this project was a massive undertaking that we dived into wholeheartedly.
WHAT WE DID
Discovery & Strategy
Naming & Messaging
WHAT'S IN A NAME?
Well, in this case, everything. Our discovery phase uncovered the team's desire for a name that would be the cornerstone of everything the brand represented. One word that encompassed it all. No easy feat. Working with long-time collaborator Richie Edmiston, we drafted a list of names that roped in elements from the brand mission, vision and aspirations, searching for the perfect balance of distinctiveness and memorability. A name that would stand out, and stand the test of time.
We landed on the multi-layered concept, MARGEN. At its most basic level, it’s a merger of the words MARINE + GENERATION. But these words have a double meaning. Alongside representing a generation born on & of the water (the marine generation) it also represents ocean regeneration, a key part of the brand’s ethos. Phonetically, MARGEN has a solid sound, rolling easily off the tongue but not from memory. Also Spanish for ‘margin’, it leans into the ethos of pushing the envelope and testing the outer limits of possibility.
CONNECTING PEOPLE WITH PURPOSE
What makes MARGEN special is its desire to rise above, to do better for the ocean and the community of watermen & women who live and breathe extreme ocean sports. Big, empowering brand values that bring out the best in people, and a point of difference that had the potential to make some messaging magic.
We worked with Richie to create a messaging kit that kept these core values at the centre of all brand copy, setting the tone of voice in motion for the MARGEN team to kick off writing in-house once the identity was complete. Think brand tags, one-liners, copy excerpts and more.
TRANSLATING WORDS INTO A VISUAL LANGUAGE
Equipped with a juicy stack of brand taglines and one-liners (and on a serious note, a super in-depth understanding of the brand essence and goals from back in our discovery session), the next step was to translate what we’d created with words into a visual language.
MARGEN's visual identity needed to represent the raw power of the deep blue and the human experience of extreme ocean sports. It needed a high-tech, high-performance look & feel, a gender-neutral approach and an adaptability to cross all layers of application, from digital content to garment design. With endless possibilities to explore, we drilled down on four key themes we wanted to convey: “High-tech. High performance. Good for the ocean. Good for you.” With those four pillars as our parameters, we built out the iconic MARGEN look.
OUTCOME: ACTIVATE LIMITELESS
From logo design, custom patterns, merch design and social templates to label design, race garments, equipment decals and car wraps, we worked closely with the MARGEN team to roll out the brand identity across all areas of application. What resulted was a cohesive, striking brand presence that would set MARGEN on the trajectory to success.
Still deep in the product development phase, Nick & Franck are keeping busy creating something revolutionary. They’re shifting the conventions of what it means to be a responsible brand in the garment & accessory industry, and are pushing the limits of possibility in the high-tech performance arena. With killer products on the way backed by a strong unique brand identity, they’re in a position of power to take the industry by storm.
"Kiel and the team led us right to the sweet spot, guiding us to realising where the brand could go. They knew how to get the best out of our brief and were very easy to work with, collaborating with us from start to finish resulting in an outcome we’re very happy with. We’ve now got a dynamic, flexible and exciting brand that is positioned ready to launch."
NICK NELSON | MARGEN CO-FOUNDER
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