Launching Midspring – A Story of Collaboration and Empowerment

Picture it’s December 2023…

The email landed in our inbox on a frosty December morning, and as soon as we read the first few lines, we were hooked. Shannon and Meredith, lifelong friends with a shared passion for golf and fashion, were on the verge of launching Midspring, a women’s golfwear brand that promised to redefine the game. They’d poured their hearts (and capital) into creating high-quality, stylish, and functional apparel that could take women seamlessly from the course to cocktails. They needed help bringing their vision to life—branding, a website, and a strategy to connect with their audience.

We were all in.

By late January, we kicked off the project with a discovery call. Shannon and Meredith shared their journey—from their teenage golf days to the moment they decided to create Midspring. They spoke passionately about empowering women with versatile, feminine golfwear that aligned with their active, multitasking lifestyles. Their aesthetic inspiration? A blend of sporty vintage and classic country club elegance, beautifully captured in the Pinterest boards they shared.

Our first step was refining their brand identity. They already had a logo but needed a cohesive branding suite to reflect their ethos. Over two weeks, we developed secondary logos, custom illustrations, and a branded pattern that aligned perfectly with their aesthetic. Their reaction to the brand toolkit was everything we hoped for: “This feels like us!” they said.

With branding in place, we moved on to their Shopify website. Midspring’s customers, we knew, would be style-conscious women aged 30–60+ who sought fashion-forward golfwear. The site needed to reflect Midspring’s sophistication while being functional and intuitive.

From advanced search filters to product recommendation features like “Complete the Look,” every detail was designed to create a seamless shopping experience. We incorporated Klaviyo for email automation and added interactive elements like an Instagram feed and newsletter subscription prompt, inviting visitors to “Join the Club.”

We worked closely with Shannon and Meredith, often stepping in during unconventional hours to accommodate their US time zone. The Brand Muse is more than a service—we’re a partner, and we’re proud to go the extra mile for our clients.

As the website build neared completion, we turned our attention to Midspring’s launch strategy. We crafted a two-month content plan centred on Instagram, leveraging the sporty-vintage vibe that Shannon and Meredith loved. From sharing sneak peeks of fabric samples to revealing mood boards and colorways, we built anticipation and brought followers along on the journey.

A highlight was the early-access email subscription campaign. “Join the Club,” we teased, offering subscribers an exclusive first look at the collection. It was a roaring success, driving pre-launch excitement and early sales.

launch month

Launch month was a whirlwind of activity. Alongside the website’s soft launch, we rolled out a Klaviyo email automation series, featuring a warm welcome flow, founder stories, and collection highlights. The messaging was consistent, heartfelt, and perfectly aligned with Midspring’s voice.

On launch day, the response was overwhelming. Website traffic soared, Instagram engagement spiked, and sales started rolling in. “We couldn’t have done this without you,” Shannon and Meredith told us. It’s moments like these that remind us why we love what we do.

LOOKING BACK

Reflecting on our journey with Midspring, we’re filled with pride. Working with Shannon and Meredith was a true partnership—one built on trust, creativity, and shared passion. Their vision, combined with our expertise, created a brand that’s already making waves in the women’s golfwear market.

Ready to Transform Your Brand?

If you’re inspired by Midspring’ journey, let’s chat! Together, we can elevate your brand and create something truly iconic.

If you’re a business owner with a dream like Shannon and Meredith’s, we’d love to hear your story. At The Brand Muse, we don’t just design—we collaborate, support, and champion you every step of the way. Let’s create something extraordinary together.