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GSP Names Custer VP of Business Development

Clearwater, Fla., Dec. 28, 2023 – GSP announced that Tom Custer, a seasoned executive in retail design, marketing, and brand development, has taken the role of Vice President of Business Development. Custer’s background spans more than 30 years in brand development, design services and marketing strategy, a combination that provides him with a vast knowledge of creating unique and relevant brand experiences in retail spaces.


Custer has worked with many leading and emerging brands in the U.S. and internationally to develop and deploy their retail brand experience for various retail segments and store formats to engage customers with the brand to drive growth and loyalty. These familiar brands include: Target, Kroger, Procter & Gamble, Wawa, Modelo, Meijer, Subway, Starbucks, Dunkin’ Brands, KFC, Auntie Anne’s, The Home Depot, T-Mobile, and others.

“Tom’s long-term experience in working with leading retailers equips GSP with an additional key perspective to the capabilities we offer,” said Dave Johnson, Chief Operating Officer. “As the industry focuses more on bringing branded experiences and excitement into stores, Tom inspires retailers to execute their visions into to a successful reality.”

About GSP

GSP provides industry leading retail solutions that drive traffic, reduce costs, and enhance customer experience. GSP delivers 100% store-specific in-store marketing programs to more than 70,000 retail locations from its four G7 print and fulfillment facilities throughout the U.S. GSP also offers turnkey design, manufacturing and installation for full-scale store remodels and décor refreshes. GSP’s award-winning design team supports retail environments, visual merchandising, photography, and graphics. Additionally, GSP’s AccuStore® store intelligence technology maintains a single source of accurate site data to help retailers target their growth initiatives to the specific needs of each store. Founded in 1978, GSP’s companies include Great Big Pictures and Custom Color, which supply graphics, visual merchandising, and retail execution to leading consumer and retail brands throughout the United States. For more information, visit


Our Brand Story

GSP started as a printing company in1978. We found our niche supplying in-store signage for convenience stores when retailers guessed quantities they needed. This led to overage, waste and expense. To solve this, we developed software to guarantee on-time delivery of “the right size sign, to the right store, every time.”

In 2014, we started AccuStore with a dedicated team. As software helped drive our growth, we realized that new printing and fulfillment sites near customers could drive business and improve sustainability. We acquired companies that fit GSP’s technical excellence and superior customer service models.

First was Great Big Pictures in Madison, WI in 2015. They lead the field in large format printing and visual merchandising for iconic fashion retailers. Their standards for customer service include award-winning sustainability programs, and expertise to bolster retail environments services.

In 2020, GSP acquired Custom Color in Lenexa, KS. The company supplies printed graphics to leading retailers. Custom Color’s stellar quality in fabric printing also aligns with GSP’s values.

GSP provides branding and marketing services with a focus on site-specific execution to help transform our customers’ growth strategies into store-level success. We design retail environments to engage shoppers and provide superior customer experiences. AccuStore powers our retail marketing, execution and digital display technologies and ensures stores get only what they need. GSP is a forward-thinking company that’s here to serve retailers now, with a focus on their future.

GSP delivers graphics and digital marketing to over 75,000 retail locations. Our experts provide retail branding and marketing services, focused on site-specific execution. Our methods ensure stores get only the POP they need, at the lowest cost. Our Retail Environments team creates and deploys amazing, in-store shopping experiences.