Katherine Kroll



Katherine Kroll

Ferris Outfitters

Brand Identity Design


Ferris Outfitters, formerly known as the campus bookstore, is the one stop shop for students to purchase spirit gear, food and beverage, and any other essentials included in the Ferris Experience. Additionally, the lower level of the store is now the Bulldog Service Center, where students can go for student services as well as purchase school supplies.

I worked in a team with 3 other designers to create a new brand for these campus entities.

The New Brand

To establish the structure of how this new brand would fit in to the Ferris State University brand system, I created a brand hierachy map.

Ferris Outfitters Identity


Ferris Outfitters color palette derives from Ferris State University’s school colors for consistency and brand association.


Digital Assets

I focused on applying the Ferris Outfitters brand system to digital advertising assets such as social media posts and digital display signage. We proposed these styles and examples to our client for reference and use.

Facebook Cover Image

Instagram Posts

Instagram Story Posts

Digital Displays

Vertical option for digital monitor in front of store.

Bulldog Service Center

I took focus on creating the brandmarks for the Bulldog Service Center. I came up with an identity that is closely related to the Ferris Outfitters Identity, but is still distinguished as its own entity.


Bulldog Service Center 
uses yellow in order to further distinguish itself from Ferris Outfitters.

Branded Assets


Window vinyl in storefront window to guide students to service center inside.

Inside the Bulldog Service Center students can view various services offered to them as well as easily pick up necessary forms to be filled out.

Developing Guidelines

To ensure consistency throughout the brand, my team and I created a brand guidelines document for the client. You can view the full pdf of the document below.

Ferris Outfitters Brand Manual