Desq began with a blank sheet of paper, the creation of both a retail prototype and a new brand. Naming sessions led to its unique moniker, a simple, memorable choice with Euro references. The brand’s strategic advantages of quality, custom-built, yet affordable office systems are graphically displayed above a strong drive aisle. Distinct product vignettes on either side empower the consumer with information and modular component choices. Brand attributes are further reinforced by framing the store’s walls with the same aluminum extrusions used in Desq workstations. Desq demonstrates how the interplay of architecture and graphic systems can create immediate credibility in a brand-conscious era.