The first and most important consideration is whether you are talking about USB 2.0 or USB3.1.
As has been said before in this thread- USB2.0 uses only 5V, GND, D+, D-, CC1 and CC2 (to communicate charge current).
Since USB Type c connectors have so many connectors, it's conventional to use a 0.8mm PCB to fan out the leads, connect the CC resistors and other ICs if relevant, and provide solder points for the wires.
Cautionary tale- making the PCBs for Type-C plugs is tricky (especially with Eagle as it's lightly allergic to milling slots)
Secondly- 3.1 cables are short and often have active components inside.
The standards are quite hard to get to grips with, and it seems the big players get it wrong (from my experience phones with USB Type-C 2.0 will draw more power than the communicated level by the supply.)
Type-C does have some allocation for "other" uses like headphones (SBU1 and SBU2 I think).
Regarding using it for "custom" pin allocation, perhaps it would be prudent to make a cable from plugs and clearly label things.
Let us know what failures happen from interesting devices being plugged
