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LET ME TELL YOU ABOUT US:

Furnista is a website that provides design inspiration, tools and guidance to help users confidently fashion their own dream space.

In the past 5 years, retailers like Target have increasingly branched out into home dcor to bring well-designed living to the mass market. And there has been a significant expansion of design publications, design shows and TV programming targeting DIYers who want the well-designed way of life (HGTV, Indoor Living Channel, Fine Living, Dwell, OHome, Oprah designer Nate Berkus, etc). Mainstream consumers want their own fashionably appointed home, that works with their design style, space and budget but are often stuck on how to make their vision a reality.

Furnista.com will easily solve that for them in an inspiring way to make them feel confident in their decisions. Here's some of what they'll get:

- A personalized Design Prescription based on taking a style assessment quiz to identify their own unique style and furnishing tastes

- Unique room design ideas

- Access to professional design tricks in helping them feel confident in their designs decisions

HERE IS WHAT WE NEED:

Furnista needs a Logo! The tone should be evocative of "The Carrie Bradshaw of Furnishings," an in-the-know, fashion-forward designer, stylishly confident, inspiring, & someone you want to know.

The brand ID (logo, colors, look/feel, etc) must translate extremely to a website and show up well on a computer monitor, blackberry, iphone, etc.

Being a fashion-forward and trendsetting furnishings site, we would like to make the visual "link" to "fashionista." If a consumer is seeing the logo in print, they should easily see that it is pronounced Fur-NEE-sta, and not FUR-nista (ie: rhyming with Furnace). Greater emphasis could be put on the "ista" portion, for example. But the distinction should be made.

Potential media includes social media, online, consumer design/DIY publications, furnishing industry trade publications

OUR TARGET AUDIENCE IS:

Women 25-54 (Furnistas)

She is a home design and DIY enthusiast and enjoys sprucing up her space. She enjoys shopping for furniture and home dcor items, but wants to feel more confident that the selections she makes will look good together, will work with her existing furniture, and will in the end create a great finished look, unique to her style. She likes to pull together the look of her space herself, but is often unsure about how particular furnishings or pieces will fit or look in her specific room. Our Furnista is Style Stuck. She wants to enhance and improve her space but doesnt always know how to go about achieving it. She has a general sense of her tastes and likes/dislikes, but needs help in putting it together.

To aid in finding inspiration and ideas, our Furnista likes to peruse design magazines like OHome, MetHome, ElleDecor for ideas for their homes, and watch DIY shows on HGTV to figure out how the design pros pull together a space. She is continually thinking of ways to spruce up her home and as such has purchased a home dcor item/piece of furniture in the last 6 mos-1 year.

- She is 40% more likely than the avg adult to read Elle Dcor, House Beautiful or Metropolitan Home

- She is 35% more likely to have watched a DIY show, Fine Living, HGTV or the Style channel in the last 7 days

- She is 30% more likely to agree with the statement My Home is an important part of who I am

- She is 52% more likely to say she keeps up with changes-styles/fashions and DIY or HGTV programs

- She is 42% more likely to state she is looking for new ideas to improve her home and watch DIY, Fine Living or HGTV programming

WE LIKE THESE DESIGNS:

Consistent with being "The Carrie Bradshaw of Furnishings," logo should be:

- Graphic, Artistic

- Fashionable/ Stylish

Options to consider as long at they are evocative of great design, and don't come off as crafty or downscale ...

- High Color Bold color palette

- Mix of pattern, textures, fabrics, elements: everything that comprises Furnista

Examples of Tone and Personality (not visuals/imagery, just the essence of these):

- ApartmentTherapy.com

- See Jonathan Adler.com Manifesto for tone and personality (confident, yet fun)

Attached is a visual mood board for inspiration ...

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

NOT looking for a type face treatment. Looking for a clever, visual depiction of the brand name that also conveys the concept/idea of Furnista

Looking for graphic element(s) as part of the logo that can be isolated and used separately as a stand-alone icon without the brand name (ie: nike swoosh can also stand alone

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