Term of Award
Spring 2015
Degree Name
Master of Fine Arts (M.F.A.)
Document Type and Release Option
Thesis (open access)
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution 4.0 License.
Department
Department of Art
Committee Chair
Santanu Majumdar
Committee Member 1
Marc Moulton
Committee Member 2
Edward Rushton
Abstract
The Project Shop is a Do-It-Yourself (DIY) brand designed to promote a value-creating activity that impacts the lives and personal development for those who participate. The strategic culmination of research, marketing, and graphic design generated during the creation of this brand is intended to attract a target demographic of 18-24 year olds. This target market is identified as a transient population often typified by being civic-minded and pragmatically idealist.
The Project Shop caters to the needs of its target market by concentrating on habits and particular styles of living. This demographic often seeks DIY projects that are customizable due to time, money, space and an overarching demand for personalization.
The Project Shop’s brand tagline is “because we know you.” This tagline is reinforced throughout the brand’s touch points to foster a kindred connection between consumer and company. The Project Shop intends to create a partnership based on a shared vision that DIY activity can advance a sense of empowerment and community. When customers support The Project Shop they buy into a brand designed to encourage participation in a value-creating activity that can impact lives and personal development.
Recommended Citation
Sullivan, Lindsey, "The Project Shop" (2015). Electronic Theses and Dissertations. 1256.
https://digitalcommons.georgiasouthern.edu/etd/1256
