custom general presentation

A Visual Communications Brief

Custom General / / Curiosity Rewarded / /

The Evolution of an Urban General Store

Custom General / / Curiosity Rewarded / /

The Evolution of an Urban General Store: A Visual Communications Brief

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General / / / /

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General is a retail concept where the curious will come to get questions answered and find surprising solutions. CG will carry a range of hand selected and private label gift items for the home. The other opportunities that exist are as an educational space, where DIY projects are demonstrated, and cross-selling opportunities exist.

Answering questions. Not a one size fits all solution. Developing a relationship with customers searching for quality products and life style that aren’t fads.

Curated selection of global goods. Private label products seasonally rotating basis, home décor, kitchen gadgets, gift items, reference books

Demonstrations – home brewing, wine and cheese pairings // DIY classes – furniture buliding basics, staining, motorcycle engine repair, bio fuels/composting

“The details are not details, they make the product.”

Core Demographics: Men and Urban Couplescollege educated, 28–45, median income $75,000.

Custom General / / / /

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

are involved in daily household decisions than they were 20 years ago.

Based on Census data, more men are assuming the role of

(for children under 15) approx. were stay at home dads, the role of bread winner.

A 2002 Mediamark Research Inc., report sights that men were for nearly a

of and clothes/products in US households.

General take away: Consumers are looking at their homes as sanctuaries. They want to spend money to add value to these spaces.

While the nesting trend is firmly established, in recessionary economy it is even more evident. Investing in those

homes is both a male and female concern.

Four psychographic profiles of the primary CG shopper, based on 2013 retail data.

Custom General / / / /

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

DIY Dad: Married has children. Shops online and in neighborhood stores, is looking for value and convenience. Is actively involved in childcare, will shop at big box stores but tries to pay attention to quality.

Cool Jane: Married has children. Shops online and in trendy boutiques. Likes to personalize the home environment. Cares about what she uses to cook and clean with.

Jake the Handyman: In a relationship, lives in an urban environment. Is generally curious. Likes to shop in innovative cool shops discovering new products, he is also very tech savvy.

Cosmo Girl: Single or dating, primarily shops online and in small trendy boutiques. Wants to make her apartment a personality statement of herself and her interests.

Custom General / / Communications Objectives / /

The Evolution of an Urban General Store

Primary: Curious, Quality, Smart, Resourceful, Functional, Innovative

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General / / / /

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Secondary: Learning/DIY, Value, Environmental, Surprising

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General / / / /

Hobbies and other activities that a Custom General shopper might be curious about…

Custom General / / Aspirational Study / /

Restoring Cars

Furniture Making

Travel

DIY

Home Brewing

Motorcycles

Engine Repair

Photography

Building

Music

Arts & Crafts

Cycling

The Evolution of an Urban General Store

Custom General / / Visual Brand Strategy / /

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General / / / /

Visual Brand Strategy

Primary Communication Objective: Curious, Quality, Smart, Resourceful, Functional, InnovativeSecondary Communication Objective: Learning/DIY, Value, Environmental, Surprising

G E N E R A L

G E N E R A L

CUSTOMG E N E R A L

CUSTOMG E N E R A L

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Visual Brand Strategy: Sketches

Primary Communication Objective: Curious, Quality, Smart, Resourceful, Functional, InnovativeSecondary Communication Objective: Learning/DIY, Value, Environmental, Surprising

G E N E R A L

CUSTOMGENERAL

G E N E R A L

USTOMENERAL

USTOMENERAL

USTOMENERAL

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Visual Brand Strategy

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Background / / Market Research / / Communications Objectives / / Competitive Analysis / / Visual Brand Strategy / /

Custom General

Custom General / / Mood Board / /

The Evolution of an Urban General Store

ACE Hotel

Conran Shop

ABC Carpet & Home

ACE Hotel

Kartell

Muji

Opening Ceremony

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Etsy Shop

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The Evolution of an Urban General Store

Custom General / / Competitive Analysis / /

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Custom General / / / /

Quality

Curious

Reso

urce

ful

Smart

Functional

Innovative

Competitive Analysis

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Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Visual Strategy Communicates: Contemporary, Fun, BrightProducts/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Merci (Paris, France)

Visual Strategy Communicates: Fun, Eclectic, BrightProducts/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.

Visual Strategy Communicates: Eclectic, Fun, BrightProducts/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.

Competitive Analysis

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Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Visual Strategy Communicates: Artistic, Sophisticated, Foreign influenceProducts/Décor: Eclectic and sophisticated range of furniture, accesories, and giftware for the home.

Competitive Analysis

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Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Visual Strategy Communicates: Graphic, Elegant, Modern Products/Décor: Highly edited and well designed range of furniture, accesories, and giftware.

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Visual Strategy Communicates: Modern, Playful, BrightProducts/Décor: Highly edited very specific and well designed range of kitchen gadgets, accesories, and giftware.

Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /

Competitive Analysis

Visual Strategy Communicates: Iconic, Modular, Simplified, MasculineProducts/Décor: Highly edited very specific line of luggage and private label accessories for the selective traveler.

The Evolution of an Urban General Store

Custom General / / / /

SummaryWhile many specialty stores exist that sell gift items and home goods—and there are plenty of hardware stores and large big box stores. I see an opportunity in personalized retail that educates and informs as well as sells a thoughtful product lines that will allow the contemporary man to make good choices. By creating a curated selection of quality products the store will gain a foothold in affluent communities, such as Brooklyn Heights, Carroll Gardens, Park Slope and the West Village.

Visual Brand Strategy Curious, Smart, Resourceful, Functional, Innovative, Quality