Flipwear for the Modern Girl

Designing an identity.

Designing an identity.

In 2005, two Calgary women were looking to create something totally new. Accomplished business women, and mothers to five ‘tween daughters between them, they knew that a revolution was needed in girls’ clothing. Frustrated over the shortage of proper fits and appropriate styles for their fashion-forward kids, who ranged in ages from 6-14, they set out to create a new shopping experience that specifically targeted the needs of the ‘tween modern girl. In a rarely-seen manufacturing move, they planned to design and manufacture their unique clothing line in Canada. And with those ambitious goals, Triple Flip was born.

In the beginning, the founders discovered the Weld partners working at Impello Inc, and hired them to help launch the fledging brand. Business planning met creative execution, as we simultaneously wrote the Brand Strategy and designed a unique Visual Identity for this bold new retail concept. The driving goal: to create an experience that girls could positively identify with, so they would call it ‘my brand.’ All while exploring over 300 logo and wordmark concepts.

The effort paid off, creating a brand promise that was as unique and authentic as the product itself.

Spreading the word across Canada.

Spreading the word across Canada.

In the fall of 2006, the Weld Partners joined full forces with Triple Flip. Jennifer went in-house as their Director of Marketing and Visual Communications, and helped to open the first expansion store in Saskatchewan. Quinn headed up online development, first creating a website which showcased their unique product offering, and then evolving it into a fully-functioning online store.

More than just manufacturing and selling a clothing line, we worked closely with the founders to nurture and grow a world- class brand that ‘tweens could call their own, a store specifically designed for the modern girl. Jennifer was involved in every part of the creative planning and execution, from hangtags and shopping bags, to advertising and PR events. Every design and promotion was carefully planned, to ensure an authentic connection with the target market as well as provide full support for the sales staff, to help them reach weekly and monthly sales goals. It was this customer-first business model that directed everything that we did, a pyramid funnel that put the customers at the top, the front-of-the-line staff second, and the Directors of the company at the bottom, providing full support.

Lasting connections were made with the target audience through Flip Girl Photo Shoots, yearly contests where local store shoppers entered online for a chance to win to be a Triple Flip model. These pictures of real girls were used in posters, in advertising materials and online. Customer loyalties were earned through grass-root event sponsorships, pop-up stores, going where the girls were, and showing a commitment to help kids keep active.

In 2010, Triple Flip was the only children’s line invited to participate in Toronto’s Fashion Week.

Jennifer and Quinn worked together with Triple Flip for over 7 years, from the original conception, to its expansion to 8 stores across Canada. And, to this day, we’re proud to still call the founders our friends.

Building long term relationships.

Building long term relationships.

When you help to grow a company from a few people to over 100 employees and 8 stores in 7 short years, everyone gets to do a little of everything. While Jennifer worked with Triple Flip, she led a passionate and creative team, who actively contributed to spreading the Triple Flip legend, including:

  • The design all in-store collateral, including hangtags, gift cards, shopping bags, window signage and more.
  • Product design of store merchandise, which included everything from lip balm and water bottles through to t-shirts, fabric designs and bags.
  • Planned and created digital marketing efforts, including online contests and weekly email sendouts to a list of over 25,000 subscribers, and the launch of the company’s Facebook initiative.
  • Sourced and maintained relationships with local, national and international suppliers including printers, web developers, photographers and offshore product fabricators.
  • Worked with Public Relations firms to get Triple Flip’s story out into the world, through press releases, planning and hosting community events, and pop-up stores, designed to make true customer connections and maintain the positive public image of the brand.
  • Directed Flip Girl Photo Shoots, including the planning, sourcing photographers and stylists. Art directed these “real girls” in shoots across all store locations.
  • Along with Quinn, partnered with the founders to launch the Triple Flip ecommerce site, from UX and copywriting to creative design executions, including in-studio photography and design. Managed a team of programmers for back-end tools, SEO and improved sales fulfillment.
  • Sourced online advertising opportunities, including Facebook ads and Google ads, to expose new and relevant communities to the brand.

Flipping out eCommerce.

Flipping out eCommerce.

The Triple Flip retail experience at the bricks 'n' mortar locations is something truly special. The entire store is arranged to invite a tween-age girl to come in and look around, to touch and try things on. The merchandise is arranged according to color story - each section has its own theme and palette, so mixing and matching a complete look is effortless.

The accessories are fun, flip, fabulous and sometimes furry - everything a 6 to 14 year old girl could ever dream of to make her wardrobe both stylish and functional for school, activities and play. And most importantly, the caring in-store team members act as personal shoppers, helping girls choose styles that suit their exact taste.

When we helped Triple Flip convert their 'online brochure' website to a thriving ecommerce, user experience took on a whole new meaning. Our goal was to duplicate that very same immersive experience which girls (and their parents) experienced in the stores. We worked with Triple Flip to develop both a front-end online store which was bright, fun and functional, and a back-end support structure which enabled Online Customer Service Reps to communicate with customers, help them through any issues, and to source and secure purchased clothing from the distribution centre and all store locations across Canada.

What developed was an online and offline customer service experience that truly sets Triple Flip apart. And, most importantly, the kids think it’s really, really cool.