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.
","abstract_html":"<p><em>The Project Shop</em> 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.</p> <p><em>The Project Shop</em> 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.</p> <p><em>The Project Shop</em>’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. <em>The Project Shop</em> intends to create a partnership based on a shared vision that DIY activity can advance a sense of empowerment and community. When customers support <em>The Project Shop</em> they buy into a brand designed to encourage participation in a value-creating activity that can impact lives and personal development.</p>","abstract_has_math":false,"creators":["Sullivan, Lindsey"],"institution":null,"degree_name":"Master of Fine Arts (M.F.A.)","degree_level":"Thesis (open access)","degree_discipline":"Department of Art","degree_department":null,"school":null,"contributors":["Marc Moulton","Edward Rushton"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-01-01T08:00:00Z","date_published":"2015-01-01T08:00:00Z","updated_at":"2026-07-24T02:28:22Z","subjects":["ETD","Branding","Marketing","Graphic design","Do-It-Yourself","Corporate identity","Advertising"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://digitalcommons.georgiasouthern.edu/etd/1256","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Marc Moulton","Edward Rushton"]},{"key":"dc:creator","label":"Author","values":["Sullivan, Lindsey"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2015-04-13T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Department of Art"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis (open access)"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Fine Arts (M.F.A.)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["ETD","Branding","Marketing","Graphic design","Do-It-Yourself","Corporate identity","Advertising"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://digitalcommons.georgiasouthern.edu/etd/1256"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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.
"]},{"key":"dc:title","label":"Title","values":["The Project Shop"]}]}],"canonical_facts":{"dc:contributor":["Marc Moulton","Edward Rushton"],"dc:creator":["Sullivan, Lindsey"],"dc:date.available":["2015-04-13T07:00:00Z"],"dc:description.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.
"],"dc:identifier":["https://digitalcommons.georgiasouthern.edu/etd/1256"],"dc:subject":["ETD","Branding","Marketing","Graphic design","Do-It-Yourself","Corporate identity","Advertising"],"dc:title":["The Project Shop"],"thesis:degree_discipline":["Department of Art"],"thesis:degree_level":["Thesis (open access)"],"thesis:degree_name":["Master of Fine Arts (M.F.A.)"]},"updated_at":"2026-07-24T02:28:22Z"}