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Category Research
Target Audience Strategy

Brand Positioning

Brand Identity + Brand Guidelines

Website Content Creation + Design
Content Writing
Experiential Marketing 


Influencer Relationships
Visual Language
Package Design

Clothing + Accessories Design

POS Design

Outdoor + Indoor Signage

On-Site Event Design + Hosting

Pop-Up Shops

Special Event Planning + Management

PR Consulting + Media Management

Philanthropy + Community Giving

Contest Curation & Execution

Creative Team Leadership

Toronto Fashion Week Runway Show


The guiding belief: Tween girls deserved a brand that fit them, and not the other way around. A brand that celebrated their life and their goals, that empowered them to feel confident during a time when their bodies are constantly changing.

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No longer a little girl, different than a teen, Triple Flip was created to meet the needs of an aware and savvy young customer. The brand's purpose was placed on creating confident, healthy girls. From school to sports, and everything in between, Triple Flip had girls covered.


Triple Flip offered multiple product and brand experience touchpoints to reach an under-served market online and offline, showing up with enthusiasm, where tweens shopped, and where they played. More than just manufacturing and selling a clothing line, an aspirational, world-class brand was nurtured and grown from the ground up, giving tweens an experience they couldn't find anywhere else.


I first got involved with Triple Flip in 2004, when I worked at a small agency, to create their Identity Design and promote the Brand Launch. I soon joined the company in-house, as the lead of the creative team, opened a store for the brand in Saskatoon, SK, grew to be their Director of Marketing and Visual Communications until 2012, and later acted as a brand consultant.


Intimately involved in every part of the creative planning and execution, I had the opportunity to lead design strategy on everything from hangtags and shopping bags, to advertising and PR events. The brand's outreach was based on creating lasting connections with the target audience, supported by Flip Girl Photo Shoots: yearly contests where local store shoppers entered online for a chance to win to be a Triple Flip model. These un-retouched pictures of real girls were used in posters, in advertising materials, in social media, and on the website.


Customer loyalties were earned through grass-root event sponsorships, team wear outfitting, philanthropy and giving initiatives, and pop-up stores. In 2010, Triple Flip was the only children’s line invited to participate in Toronto’s Fashion Week.



When you grow a company from 5 people to over 100 employees and 8 stores over 8 short years, everyone gets to do a little of everything. While working with Triple Flip, I collaborated with a passionate and creative team, actively contributing to creatively spreading the Triple Flip legend. An overview of some of the brand legacy building work included:

The design of all in-store collateral, including hangtags, gift cards, shopping bags, window signage and more.

Product design of store merchandise included everything from lip balm and water bottles to t-shirts, fabric designs, purses, and bags.


Planned and created digital marketing efforts, including online contests, weekly emails, 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 spread Triple Flip’s story, through press releases, planning, and hosting of

community events and pop-up stores, designed to make true customer connections and maintain its positive public image.


Directed Flip Girl Photo Shoots, including event planning, execution, and sourcing of photographers and stylists. Art directed these “real girls” in shoots across Canadian store locations.

Partnered with the founders to launch what would become a million-dollar+ e-commerce site, including

UX and copywriting, creative design executions, look-books, and in-studio photography and design.

Managed a team of designers and programmers for backend tools, SEO and improved sales fulfillment.

*Some of the images shown were created by members of the creative team at Triple Flip, and are shown as visual representations of this dynamic brand.

Triple Flip's mission was to create experiences for girls that encouraged a positive body image, a healthy lifestyle, raise their self-esteem, and empowered them to realize their full potential. The brand engaged with, and actively listened to girls while ensuring that parents were comfortable with their child’s shopping experience, and clothing choices.

The brand became an intricate part of girls' active lives. Marketing strategies centred around connecting with their community, giving girls opportunities to have a voice, and become brand ambassadors. Triple Flip became a  community that celebrated and supported girls.


Triple Flip celebrated tween girls: empowered, represented just the way they were. Flip Girl Photoshoots became legendary, unique, grass-roots events, that featured a contest drawn from actual customers. In each city, 24 girls were chosen at random to become models. No headshots. No auditions. No voting. No retouching. Girls proudly and passionately represented the brand, and became Triple Flip celebrities.


In October 2009, we negotiated, planned, and designed Triple Flip's debut at LG Fashion Week Beauty by L'Oreal, in Toronto Ontario, Canada. This media-only event showcased our famous Flip Girl Photo Shoot on the fashion runway, a never-been-done-before experience for Toronto Fashion week! It received outstanding reviews, and was even attended by ET Canada and LouLou Magazine.  Nine fabulous Flip Girls - real girls who were role models in their sport, became Fashion Models, got the full runway experience, made up by the very same team who styled all of the supermodels at Fashion Week.

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