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Independent, woman-owned book publisher

Third Rail Press publishes adult fiction, nonfiction, and collected works by cis/trans female and non-binary authors.

The female co-founders, Alle Mudrick and Mary Adkins, created Third Rail Press after being told too many times that true stories like theirs were untouchable — a “third rail” in big publishing.

For decades, publishing gatekeepers have deemed such stories about miscarriage, infertility, or infant loss "too difficult" or "unmarketable". Third Rail Press is dedicated to sharing these stories so that women everywhere may be truly seen, heard, and honoured.

This project was completed in 2024.

Project details:

See current website

See current website

Project scope = Photoshoot direction, custom 9-page website design and development

Timeline = 2 weeks

Website platform = Squarespace

Lines of code = 700+

See current website

See current website

Photoshoot direction:

Alle (pronounced “Al”) came to me with a few (i.e. 3) photos from a previous photoshoot, which wasn’t enough for an entire website. She had already booked the photoshoot but was really uncomfortable having her photos taken and was open to help with ideas and specific poses.

Photoshoot direction isn’t always about getting the “perfect” photo or planning a Vogue-level photoshoot. It can also be about putting you at ease when you hate getting your photo taken so that you get the most out of your time in front of the lens.

I provided a PDF and overview video for both Alle and the photographer to communicate the overall feel, poses, and ideas. I suggested a few laid back outfits for Alle to wear, and specific poses using props like books, journal, and manuscripts along with Alle’s hands so that she didn’t have to put her face front and center for every photo.

As the publisher grows, this will ensure a seamless use of the photos for a longer period of time, and more women will be able to see themselves in the photos.

Website design & development:

With Alle being a writer, the website copy she provided was *chef’s kiss*. She also had branding that she had designed herself which included a neon yellow accent that mimicked the colour of a yellow highlighter that would be used in the manuscript editing process.

I’ll be 100% honest that my first pass at the home page design was NOT it. I completely missed the brand feeling of boldness and had gone too much in the direction of feeling safe. It was very Southwest meets prairie woo-woo.

This is why the feedback process is so important. I didn’t fully understand Alle’s vision with the colour palette, and once we had a more in-depth conversation about this, I completely got it and we were off to the races.

Since TRP’s mission was so unique, I used a more editorial, modern vibe with lots of white space that still felt balanced.

I brought in the highlighter yellow and bright pink in small accents to draw attention to the important phrases and call-to-action buttons.

Since the design was fairly minimal with lots of white space, I added in small touches of texture and whimsy for interest and to elevate the design, such as:

  • A burgundy overlay with slightly reduced opacity layered over textured stock photos. This maintains the darker burgundy colour for optimal contrast (for accessibility and legibility) with any writing on top of these sections while adding in a little but of movement so the entire section wasn’t too flat.

  • Sliding panel reveal on the top hero section on the about page to add to the storytelling effect.

  • Sticky scrolling sections to maintain the feeling of abundant white space while sharing lots of information.

All of these subtle, high-end features elevate the website while maintaining accessibility and functionality. It also establishes trust faster in this new, independent publishing company which is extremely important in helping Third Rail Press to attract popular writers that will grow their company faster.

Since the design was fairly minimal with lots of white space, I added in small touches of texture and whimsy for interest and to elevate the design, such as:

  • A burgundy overlay with slightly reduced opacity layered over textured stock photos. This maintains the darker burgundy colour for optimal contrast (for accessibility and legibility) with any writing on top of these sections while adding in a little but of movement so the entire section wasn’t too flat.

  • Sliding panel reveal on the top hero section on the about page to add to the storytelling effect.

  • Sticky scrolling sections to maintain the feeling of abundant white space while sharing lots of information.

All of these subtle, high-end features elevate the website while maintaining accessibility and functionality. It also establishes trust faster in this new, independent publishing company which is extremely important in helping Third Rail Press to attract popular writers that will grow their company faster.

Since the design was fairly minimal with lots of white space, I added in small touches of texture and whimsy for interest and to elevate the design, such as:

  • A burgundy overlay with slightly reduced opacity layered over textured stock photos. This maintains the darker burgundy colour for optimal contrast (for accessibility and legibility) with any writing on top of these sections while adding in a little but of movement so the entire section wasn’t too flat.

  • Sliding panel reveal on the top hero section on the about page to add to the storytelling effect.

  • Sticky scrolling sections to maintain the feeling of abundant white space while sharing lots of information.

All of these subtle, high-end features elevate the website while maintaining accessibility and functionality. It also establishes trust faster in this new, independent publishing company which is extremely important in helping Third Rail Press to attract popular writers that will grow their company faster.

See Third Rail's current website

See Third Rail's current website

See Third Rail's current website

Client feedback

What Alle had to say after working together:

“

We are already getting submissions from literary agents and published authors - not just debut authors - and that is virtually unheard of for a press as new as we are.

“This website turned out better than I even dreamed - and I had high expectations. I appreciated how Ashley kept asking questions and listening to me when she didn't quite get my quirky vision - and then ultimately ran with it and turned it into something even better. Letting Ashley do her thing is definitely what gives her work spark - and then her extreme thoroughness, organization, and effective communication just make the whole process a breeze. Far and above the best web design experience I've ever had.”

— Alle Mudrick, Founder of Third Rail Press

Let’s make it official

Like this project?

While I can’t promise the same results as the client above (uh, that would be unethical!), I won’t stop until I create a brand and website for you that’s capable of the same thing.

I partner with good people doing good work who a strong vision for their business — they just need a little help to make it happen digitally.

Take a gander at my services and download my pricing guide to get a sense of exactly how I can help you and how much it’s going to cost.

Mary Adkins & The Book Incubator

Bell & Wether

Mary Adkins & The Book Incubator

Bell & Wether

Mary Adkins & The Book Incubator

Bell & Wether