Case Study

The Floyd Country Store

The Floyd Country Store is an old-fashioned country store, cafe, and music venue is known internationally for hosting best-in-class old time, bluegrass, country, and roots musicians.

Before founding Square Dance Agency, Gina Dilg worked as the Marketing and Design Director at The Floyd Country Store. Being a life-long old time musician, she thoroughly dedicated herself to the work to create high-quality imagery, engagement, and storytelling for the community.

As part of her work there she:

Created hundreds of posters and graphics, designed graphics for merchandise
Designed marketing materials in the form of rack cards, posters, flyers and ads
Designed and helped create two giant modular menu boards in the cafe and soda fountain
Crafted a social media identity and a weekly email newsletter
Wrote articles for publications (local, regional, international)
Led community events and workshops
Regular photographed products and cafe specials, produced video campaigns
Created the occasional art installation

Event Marketing & Design

Upcoming Show Flyer

This type of show flyer was designed to highlight the headliner concerts at The Floyd Country Store, allowing patrons to keep a list handy of artists they want to see. These were printed in half-page flyers, an ideal size for refrigerators and small bulletin boards.
Poster - Charlie Poole

This poster was designed for a concert by the New North Carolina Ramblers. Since the theme of the show was the “Music and Stories of Charlie Poole” the poster was designed around the theme of the 1920s fiddler, and less around the presenting stringband.
Bluegrass Gospel Poster

This poster was for a CD release for a local bluegrass gospel band. The style of the poster was inspired by bluegrass gospel show posters of the 1950s.
Mali to Appalachia Concert

This show was a collaboration between a Mali musician/storyteller and two Appalachian musicians in a freeform musical exploration. Without a photo of three artists together, the design became an image collage telling the story of the evening.
Event Info tear sheet

The front side of a sheet developed to answer frequently asked questions by attendees to the most well-known weekly event at the Store. Many of the show-goers are first-timers to the event and the Store, so this flyer served as both an aid to the staff, and a seat saver.
Honk Tonk Series Poster

In 2021, The Floyd Country Store launched a Honky Tonk weekly music event. The event graphics were designed in a letterpress style with bold lettering to embrace the feel of the new event, which features top country music artists (both local and touring).
guitar Raffle Graphics

In 2021, the Floyd Country Store ran a raffle with a local luthier to raise funds for scholarships and programming for the Handmade Music School. The campaign required graphics for posters, raffle tickets, social images and video overlays. The campaign was greatly successful, raising around $70,000.
Jamboree Anniversary Poster

In 2019, The Friday Night Jamboree celebrated 35 years of the weekly event. An event was organized to commemorate, and this poster was created (after scanning in, editing, and choosing from hundreds of old photographs from the personal collections of patrons and previous owners). It moves from oldest photos at the top to most recent below, and features all five sets of owners of the Country Store.