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

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.


Department of Art

Committee Chair

Santanu Majumdar

Committee Member 1

Marc Moulton

Committee Member 2

Edward Rushton


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.

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