Brand Tone

Professional, Minimalist, and Creative, blending expertise with design passion, direct and uncluttered.

Brand Values

• •Craftsmanship and Quality
• •Simplicity and Functionality
• •Collaboration
• •Materiality
• •Female-Led Enterprise

Best Practices

• •Always Anchor in "Portland-Made": Consistently mention "Made in Portland, Oregon" or "Crafted in the USA." This reinforces the core values of local craftsmanship and quality, which is a key differentiator.
• •Use a "Form and Function" Formula: Structure copy to first highlight the clean, modern aesthetic ("minimalist," "colorful," "contemporary") and then immediately connect it to a practical benefit ("organization," "strength," "multifunctional").
• •Speak the Designer's Language: When targeting the trade audience, use professional terms like "fabrication," "materiality," "process-driven," and "collaborative problem-solving" to build credibility and speak to their specific needs.
• •Emphasize Material Honesty: Be specific about materials (e.g., "powder-coated aluminum," "solid brass"). Explain why that material was chosen (e.g., "rust-proof," "lightweight and strong"), which reinforces the brand’s commitment to quality and thoughtful design.
• •Keep it Clean and Direct: The copy should mirror the products' minimalist aesthetic. Use clear, concise sentences. Avoid jargon where it's not necessary (especially for a general audience) and let the quality of the product and its design speak for itself.

Social Perception

High-End, Designer-Approved, and Reliable, perceived as premium, high-quality, and a credible resource for both customers and design professionals.

Copy Examples

• •Simplicity in form, statement in color. Our Wall Hooks are designed to be as beautiful as they are functional. Crafted from a single piece of powder-coated aluminum, they're rust-proof for any space, inside or out. Made with pride in Portland, Oregon.
• •Your Vision, Our Expertise. We partner with designers and architects to create custom furniture and fixtures. With in-house fabrication and a process-driven approach, we bring your ideas to life. Let's collaborate.
• •New from the Studio: The Weave Series has arrived. Discover the Weave Series, where traditional craft meets modern mechanics. Inspired by the interplay of materials, this new collection of stools and tables embodies our commitment to quality and innovative design. Explore the pieces, proudly made in our Portland workshop.
• •More than a shelf, stronger than a hook. Meet the Shook—our innovative solution for modern organization. Combining the utility of a floating shelf with integrated hooks, it’s perfect for entryways, kitchens, or bathrooms. Folded from high-quality aluminum to guarantee it will never rust. Effortless style, solved.
• •The Details Make the Design. Transform your space with modern, colorful hardware from Merkled Studio. From our best-selling coat racks to our versatile shelving, every piece is designed for function and crafted to last in Portland, OR. Shop the collection and organize in style.