The document outlines a visual communications brief for a new retail concept called Custom General. It provides background on market research that identified core demographics and psychographic profiles for the store's target customers. The communications objectives aim to position the brand as curious, quality, smart, resourceful, functional and innovative. A visual brand strategy and competitive analysis are presented to convey this positioning through store design, product selection, and visual identity.

1. A Visual Communications Brief
Custom General / / Curiosity Rewarded / /
The Evolution of an Urban General Store

2. 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 / /

3. 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.”

4. Core Demographics: Men and Urban Couples
college 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.

5. 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.

6. Custom General / / Communications Objectives / /
The Evolution of an Urban General Store

7. Primary: Curious, Quality, Smart, Resourceful, Functional, Innovative
Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Custom General / / / /
Curious Quality
Resourceful
Smart
FunctionalInnovative

8. Secondary: Learning/DIY, Value, Environmental, Surprising
Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Custom General / / / /

9. Hobbies and other activities that a Custom General shopper might be curious about…
Custom General / / Aspirational Study / /

10. Restoring Cars
Furniture Making
Travel
DIY
Home Brewing
Motorcycles
Engine Repair
Photography
Building
Music
Arts Crafts
Cycling

11. The Evolution of an Urban General Store
Custom General / / Visual Brand Strategy / /

12. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Custom General / / / /
Visual Brand Strategy
Primary Communication Objective: Curious, Quality, Smart, Resourceful, Functional, Innovative
Secondary Communication Objective: Learning/DIY, Value, Environmental, Surprising
G E N E R A L
G E N E R A L
CUSTOM
G E N E R A L
CUSTOM
G E N E R A L

13. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Visual Brand Strategy: Sketches
Primary Communication Objective: Curious, Quality, Smart, Resourceful, Functional, Innovative
Secondary Communication Objective: Learning/DIY, Value, Environmental, Surprising
G E N E R A L
CUSTOM
GENERAL
G E N E R A L
USTOM
ENERAL
USTOM
ENERAL
USTOM
ENERAL
Custom General / / / /

14. 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

15. ACE Hotel
Conran Shop
ABC Carpet Home
ACE Hotel
Kartell
Muji
Opening Ceremony
Unknown
Etsy Shop
Unknown
Unknown
Unknown

16. The Evolution of an Urban General Store
Custom General / / Competitive Analysis / /

17. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Custom General / / / /
Quality
Curious
Resourceful
Smart
Functional
Innovative

19. Competitive Analysis
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Text Goes Here
Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Competitive Analysis
Visual Strategy Communicates: Contemporary, Fun, Bright
Products/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.

21. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Competitive Analysis
Merci (Paris, France)
Visual Strategy Communicates: Fun, Eclectic, Bright
Products/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.
Visual Strategy Communicates: Eclectic, Fun, Bright
Products/Décor: Wide selection of functional home furnishing and accessories with a contemporary yet fun attitude.

23. Competitive Analysis
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Text Goes Here
Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Competitive Analysis
Visual Strategy Communicates: Artistic, Sophisticated, Foreign influence
Products/Décor: Eclectic and sophisticated range of furniture, accesories, and giftware for the home.

25. 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.

27. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Competitive Analysis
Visual Strategy Communicates: Modern, Playful, Bright
Products/Décor: Highly edited very specific and well designed range of kitchen gadgets, accesories, and giftware.

29. Background / / Market Research / / Communications Objectives / / Visual Brand Strategy / / Competitive Analysis / /
Competitive Analysis
Visual Strategy Communicates: Iconic, Modular, Simplified, Masculine
Products/Décor: Highly edited very specific line of luggage and private label accessories for the selective traveler.

30. The Evolution of an Urban General Store

31. Custom General / / / /
Summary
While 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