February 21:: P2 Brief WIP

Summary & Brief History: 'Furniture Store X’s mission is to provide easy and quick access to well-designed furniture traditionally found only in designer showrooms. FSX plans on being a one-stop source for modern design, from iconic mid-century works to innovative items designed today. FSX sells clean and simple furniture and accessories, representing designers, materials and processes that span categories and countries.'

Demographics (Age, Gender, Income, Employment, Geography & Lifestyle) of target audience:

• Varied; 30s & upwards
• Male & Female
• Middle Class - Upper Class Incomes
• Business & Design Professionals
• United States nationwide
• Stable Homes
• FSX markets to businesses and design professionals, as well as the general public via a catalog, web site, and retail studios. In addition to residential settings, many of the items offered are used in corporate settings, restaurants, hotels and schools around the world. The Studios offer special services for architects and interior design professionals. Whether customers experience DWR by Studio, phone or online, they receive knowledgeable assistance from people who come from design backgrounds.

Competitive Landscape: Hive (add more in later from website list)

Business Objectives (Why the need for the project): Opening & advertising of a new store opening in downtown Des Moines Iowa

Message (what should be communicated): 

• New store opening; 
• 'provide easy and quick access to well-designed furniture traditionally found only in designer showrooms'
• FSX ‘s goal is to be a leading retailer in well-designed furniture, accessories and services for businesses and design professionals. Its marketing strategy relies on the Internet and other direct marketing channels. This communication strategy will be the guiding factor in your approach to the system you design.

Call to Action (Context of Message in relation to what needs to be communicated): 

• “The desire to deliver great products to a broader group of people and to elevate the interest in
  design, has been here since the Bauhaus. Our goal is simply to accelerate the way that design gets to the public and to take advantage of the most current technology in this process. In Europe, furniture design is taken more seriously and the public has greater access to well-designed products. By giving customers access to the best in modern design – including iconic works that have been in production since the mid-20th century as well as innovative items designed today – we made design within reach.”

Metrics for measuring success (what needs to be achieved): Advertise the opening of the new store in downtown Des Moines, to gain a wider consumer audience

Timeline:

Feb 19 - Feb 21: Research
Feb 26 - March 7: Creation/Concept
March 12 - March 14: Production (print)
March 14 - March 15: Turn in (booklet or panel form)

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Project 2 Specifics:


1. A logo, letterhead, envelope and business card.
2. Promotional poster(s) for the store’s opening. (11 x 17; does not need full size for final turn in)
3. An exterior sign for the building based on your logo. 

• (Present it as it would look in place on a building. You must select a suitable building in the East Village area for your store front. Photograph this building and use the photo to mock up your presentation in Photoshop.)

4. A small brochure/mailer that describes the business, provides contact information and promotes the store opening. (Tri-Fold Brochure)