FlipSide Story - Shop Profile

By Russell Voigt

I began my journey in the graphics industry during college, working part-time in embroidery and screen printing at FlipSide Graphics. I also had the opportunity to assist with vinyl for larger projects and use a 24" plotter. I enjoyed the work so much that I decided to leave school and take on a full-time role within the company. This decision not only shaped my career but also deepened my passion for the art of graphics. In 2003, following the tragic passing of company owner, Flip Merwin, I purchased the business from his parents and dedicated myself to learning everything I could about running a business and the graphics industry. I was just 23 and determined to keep the Flipside Graphics business alive, often working 18–20-hour days. My commitment to FlipSide Graphics was unwavering, fueled by a strong desire to honor Flip’s legacy. To stay competitive, I continually educated myself on industry trends, software, technological advances, and more. I sought out mentorship and attended workshops to refine my skills. In 2004, I invested in a printer, larger plotter, and laminator which allowed us to expand into digital services. As an avid sport bike racer, I began wrapping sport bikes, which enhanced my skills in handling complex projects. I was excited to take on new challenges and push the boundaries of what we could achieve. In continuing my commitment to growth, I obtained certifications from PDAA, 3M Preferred, Lowen Certified, and Avery, as well as becoming a founding member of the Masters of Branding. These credentials helped me secure more contract work, and the added workload allowed me to hire an additional installer. It felt rewarding to see the team grow and to know that we were delivering high-quality work. Today, we operate HP 800 and 560 printers and specialize in a variety of projects, including ambulance graphics, semitrailers, and city bus installations, producing and installing graphics from walls to windows and fleets throughout the Midwest and beyond. Running a graphics company has come with its challenges, from managing employees to overseeing operations. I currently have an accountant, an office manager, a team of installers, and graphic designers on staff. Each member of our team plays a crucial role in our success, bringing unique talents and perspectives to the table. Having a dedicated office manager has been invaluable for customer relations, allowing me to focus on other responsibilities while ensuring clients always have someone to speak with. Customer service is a top priority at FlipSide

Graphics, and I strive to create a smooth workflow for my team, whether through efficient graphic layouts or the use of lifts to avoid cumbersome scaffolding when wrapping semi-trailers. Our commitment to excellence sets us apart in the industry. I believe that fostering a positive work environment is essential for our team’s success and overall morale. Looking ahead, I aim to continue growing FlipSide Graphics by providing excellent service and high-quality products. Having dedicated teams to each department is key for everything to operate smoothly. I remain committed to ongoing education for myself and our employees. I still enjoy traveling to other shops to help when needed, as I always come back with at least one thing that I can use in my business. It’s inspiring to learn from others and apply those insights to our operations. I plan to expand our screen printing and apparel division in the coming year as well, to further diversify our offerings. With this expansion, I hope to reach new markets and provide even more creative solutions to our clients.