MIDSPRING: BLENDING STYLE and PERFORMANCE in WOMEN’S GOLF APPAREL
THE CLIENT
Midspring was founded by lifelong friends Shannon and Meredith, who shared a passion for golf and a frustration with the lack of stylish, feminine golf apparel.
Their journey began decades ago, evolving through countless milestones and shared experiences. Midspring Sport aims to bridge the gap between style and sport, offering high-quality performance wear that is both fashionable and functional. Their mission is to create golf attire that reflects personal style, providing flattering fits and feminine touches, suitable for both the course and beyond.
OUR ROLE
Brand Refinement & Marketing Material
Shopify Website Design & Copywriting
Klaviyo Email Automation Setup
Launch Content Strategy
BRAND REFINEMENTMidspring approached us with an existing trademarked icon of a tulip in candy pink but lacked a comprehensive brand suite or strategy. After a thorough brand consultation call, we established the essence of Midspring, deeply exploring the significance behind their name and logo.
The tulip in the Midspring logo represents rebirth and new beginnings, aligning with the brand’s commitment to transforming women’s golf apparel. The elegant curves of the logo subtly reveal the initials ‘M & S’, standing for Midspring and the founders’ first names, Meredith and Shannon. This dual symbolism signifies the personal and professional fusion at the heart of Midspring’s ethos.
ORIGINAL LOGO
REFINED IDENTITYBRANDING SUITE & HANDDRAWN ELEMENTS We created a comprehensive brand suite, including brand guidelines, to ensure Midspring had a refined, cohesive identity aligned with their target audience—country club members in the United States. Our efforts included the development of cohesive marketing materials that showcased Midspring’s unique style and values. Ceri designed 2 primary logos, 2 alternative logos, 1 secondary logo, and 4 custom and hand-drawn brand marks, such as a golf cart with flowers in the back.
CONTENT LAUNCH STRATEGYWe developed a launch content strategy focusing on email subscribers prior to launch by driving sign-ups from social media, with a focus on Instagram. Launch month was dedicated to early access for subscribers only, and post-launch month focused on product awareness and conversions. This strategy ensured a successful launch by creating engaging and visually appealing content for social media, website, and PR activities. This also included Instagram feed and story template designs by Ceri, along with copywriting and captions by Chloe, ensuring a cohesive brand look, feel, and tone of voice across social media, email, and the website.
KLAVIYO EMAIL AUTOMATIONS
To nurture Midspring Sport’s growing community, we set up comprehensive Klaviyo email automations. These campaigns are designed to engage customers, drive sales, and foster brand loyalty through personalised communication. The package included:
Welcome Series/Organic Data Capture Flow: 5 emails
Incentive Sign-Up Flow: 4 emails
Post-Purchase Flow: 5 emails
Win-Back Flow: 2 emails
Cart/Browser Abandonment Flow: 2 emails
Our comprehensive Klaviyo email automations significantly boosted Midspring Sport’s engagement and sales over our contracted 3 month period.
Total Conversion: $13,177.61 (>999%)
Total Flow Recipients: 803 (>999%)
Open Rate: 65.25% (>999%)
Click Rate: 6.52% (+652.40%)
Fulfilled Order Rate: 6.90% (+690.10%)
Delivery Rate: 99.32% (+999%)
Fulfilled Order Rate: 6.51% (+651.40%)
These impressive metrics highlight the effectiveness of our targeted email strategies in driving customer engagement and revenue growth.
Shopify Website Design & CopywritingWe designed a user-friendly Shopify website that beautifully displays Midspring Sport’s product range, with compelling copywriting that highlights the brand’s story, product features, and benefits, enhancing the overall shopping experience.
Our deliverables included a coming soon page, Home, About, Collection pages, Blog, Contact Us, and templates for product and blog items. We added a shop page with filters for product types and collections, and a custom email pop-up. We also crafted the website and conducted 60 days of advanced SEO & aftercare, including support and guidance to ensure smooth operation post-launch.
Our email and social content strategy significantly increased website traffic and sales in the 30 days post-launch. Instagram played a major role, driving over 800 sessions, contributing to total social sales of $3,063.58. Direct traffic saw a remarkable increase, with 3.1K sessions generating $13.8K in sales.
Overall, the website achieved total sales of $18,044.39, with an impressive average order value of $217.91. Additionally, top-selling products such as the Dakota Puff Top and Bailey Skirt saw significant demand, underscoring the effectiveness of our targeted marketing efforts.
These metrics demonstrate the success of our integrated website strategy in driving substantial traffic and sales growth for Midspring Sport.
Reflecting on our portfolio, we're filled with pride for the journeys we've shared with visionary brands and remarkable founders. Each collaboration showcases our passion for elevating brands across fashion, beauty, interior design, and lifestyle sectors. We're grateful for the opportunity to contribute to our clients' success and growth, embodying our studio's ethos of creativity, dedication, and excellence.
Feeling inspired? We'd love to hear from you. Please complete the contact form below, and let's discuss how we can bring your vision to life.
Ceri & Chloe