In 2015 the University Bookstore at Grand Valley State built a brand new store on campus. Along with the new location came a new name and new identity in which I was able to fully develop. The new GVSU Laker Store consists of three main departments; clothing, books, and technology. Therefore, when developing the identity each department was given its own name, logo, and unique color palette to signify different department promotions while still maintaining an overall cohesive branding. The branding project consisted of logo and color palette development, branding guidelines, retail product design, store opening promotions, permanant signage, brochure design, working with Apple® to promote and integrate the AACS® within Laker Tech, as well as creating new promotions for annual ad campaigns that featured the new name and logo.