Save 31%Our story
Six years. 140 brands. One wall.
Every template started as a printout on this wall, marked up in red once the numbers came in. Margin is what survived.
From client work to the playbook
Margin Studio opened in Brooklyn in 2019 with three clients and one rule: nothing ships until we can say why it should work, and nothing stays unless the numbers say it did.
Nadia Vance had spent five years as head of retention at a nine-figure supplement brand. Theo Lindqvist came from agency creative, where he had watched good ads die for lack of a test plan. Between them they built the studio's method: research the customer, ship fast, test everything, and write down what won.
By 2025 the studio had run email, ads and landing pages for more than 140 brands. The notes in the margins of all those printouts became a manual. Margin is that manual, sold as numbered editions.
Six years, written down
2018 · The retention years
Nadia leaves a nine-figure supplement brand, where email had grown to 41% of revenue, to consult.
2019 · The studio opens
Theo joins from agency creative. Margin Studio opens in Brooklyn with three clients.
2021 · The wall
Forty brands, twelve people, and a wall of printouts marked up in red after every test.
2024 · The doc
140 brands in. Clients keep asking for the internal playbook every new hire reads.
2025 · No. 01
We publish it. Five numbered editions so far.
The studio, in numbers
$312M
Client revenue tracked to our work
140+
DTC brands run since 2019
2,600
Emails designed and sent
380
Landing pages built and tested
What makes the cut
Out of everything the studio made, only work that passed four tests became a template.
- It ran on a real budget for a client
- It beat the control it was tested against
- The strategist who ran it wrote the notes
- It gets revised when the platforms change
The editions
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