About this project
I have been a fan of The Trainyard General Store since they first opened. I was one of the artists they selected to sell my work within their store. From the moment I met the owners Kim and Jason, I knew I wanted to support them however I could. As the business has grown and become a must visit location when in downtown Dartmouth, they found they had outgrown their existing brand and wanted to update it to realign with their business and community focus. They also wanted to update their website to be brighter, more functional and easier for them to update.
Brand identity design
Website design & build
The Trainyard had outgrown their website and needed an updated WordPress theme that fit their needs better and a design that aligned with their goals and ambition as small business owners.
The result is a fully updated WordPress site that allows them to update their own content and add new images whenever they need to.
Brand guidelines provide a summary of the brand components, logo variations, social media badges, colour palettes, the typography system, and suggestions for ways to make the logo always look its best wherever it is shown.
Social media templates
Businesses need to have a prescence on social media to be seen and connect with their audience. The Trainyard already has a loyal local following on multiple social media channels so I created Canva templates for them to help transition to the new brand identity.
View this post on Instagram
We are now offering shopping by appointment Sunday & Mondays! Book a time slot for you and your bubble and you’ll have the shop to yourself! You can also shop online anytime, we just added free shipping over $140 (pre-tax total) and continue to add new goods to the online store as they arrive! We’re still open 10-5 Tuesday to Saturday, extended evening & Saturday hours are coming in November. It’s limited to eight customers at a time, masks are required and sanitizer is provided. ❤️ Learn more about these options on our website, www.trainyardstore.com We’re all just adapting as we go this year and we’re endless grateful for your support. Image Description: A blue side panel to the left reads “Shop In Store Tuesday to Saturday, Shop Online Free Shipping Over $140 or Local Pick Up, Shop By Appointment Book a Private Shopping Appointment Sunday or Monday” A white logo reading “The Trainyard” is visible below. To the right a turquoise title in script font reads “Three Ways To Shop.” Below three photos, one large and two smaller are shown, they’re bright and show different perspectives of the shelves and goods.
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Trainyard Connect is our kindness initiative, which allows us to support the amazing work being done in our community by non-profit organizations. We partner with local organizations and support their work through financial donations, social media & in store promotion, community sourced donations, and (in non-Covid times!) in person events & collaborations. We plan on officially re-introducing our partners to you in the coming days, but in the meantime you can always go say hello to @thenorthgrovedartmouth @macpheecentre @hopeforwildlife Generally speaking, 5% of all profits are donated to our Trainyard Connect Community Partners annually. In this pandemic fuelled year, small business profits are hard to come by - so we've done as most businesses are doing and pivoted. We're basing our donations on 3% of all sales divided among our three partners, and have added products to the shop with a built in donation to allow us to give at a comparable level to past years. Since launching Trainyard Connect in 2017 we have partnered with over a dozen incredible organizations to help support their work in our community. We have been so grateful for the friendships we've made through this project, and the wonderful conversations we've had with those who've had experience with the programs and their impacts. We've shared a lot more about Trainyard Connect on our website if you're curious. You'll also find links to our past community partners and other organizations we support! Trainyard Connect is what has kept our hearts in the business, and we could not do this without you. The saying "Every time you spend money you are voting for the kind of world you want" is true, now more than ever. Thanks for voting for kindness, handmade & community. Image Description: Logo at the top of a white image with "The" in yellow, "Trainyard" in a bright navy blue. Below is a yellow script font reading "Kindness Changes Everything" and then a blue rectangle fills the lower half of the image. White script font reads "What is Trainyard Connect" and then smaller, "We donate 5% of profits, along with a portion of sales from Trainyard Connect items to three community non-profit partners”
Social media profile badges
Tara Joy Andrews
ILLUSTRATOR / Graphic Designer
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