At the conceptual design stage, only few computational tools exist that aid designers to generate quality designs. The proposed methodology aims at generating robust computerized conceptual designs by incorporating Modularity, Design for Assembly (DFA) and Design for Variety (DFV) principles at the conceptual stage. Resulting conceptual design offers highest ease of assembly, and is composed of modules such that future changes in customer needs are easily satisfied by replacing minimum modules. This research paper illustrates the working methodology with the

help of a case study example involving the design of a mounting system for holding a variable message sign (VMS).