Interestingly, it turns out that no matter what you do to an assassin, they don't look all that different. Ubisoft has managed to create a character customisation system in which everyone essentially ends up looking like the exact same bloke. Hoods are of course mandatory.
This piece of pre-release marketing fluff is essentially a little sneak preview of the multiplayer customisation options. Seems like there will be plenty of options there for personalising budding assassins. Unless you want to play a woman, obviously.
Once you've uploaded your own personal stab-happy chap he'll enter a voting process. The one with the most votes will make an appearance in the next Unity TV trailer.