Fell was created by Utah’s husband-wife duo Jorrien and Tiera Peterson. The two Aggies met at USU and officially started Fell in 2015. The Peterson’s describe their business’s offerings as “great design meets the great outdoors.” Scandinavian minimalism has been a huge impact in their design aesthetic, and the company showcases the beauty of simplicity in a variety of mediums, from stickers and patches to hats and t-shirts, and even coloring pages and books.
They have worked with many private and public partners in their mission to connect people with nature, such as the National Parks Service, Grand Canyon Conservancy, Zion Forever Project, Western National Parks Association, Grand Teton Association, Alaska Geographic, Magnolia Journal, Snowbird Ski Resort, Deer Valley Resort, the Natural History Museum of Utah, the Utah Olympic Legacy Foundation, the Utah Division of Natural Resources, and the Utah Office of Tourism.
Their designs have been featured throughout the state — such as the AIGA Salt Lake City 100 Show, Design Arts Utah, and the Springville Museum of Art Spring Salon — and globally — through Communication Arts Illustration Annual, the Association of Illustrators’ World Illustration Awards, Stationery Trends, and Logo Lounge.
Jorrien Peterson grew up in Bluffdale, Utah, before moving to Logan to attend Utah State. Originally from Houston, Texas, Tiera and her family moved to Draper, Utah when she was a teenager. She was drawn to USU for the business and entrepreneurship programs. They both went on study abroad trips to Switzerland during their time at Utah State.
While attending, Jorrien and Tiera met, and the two complemented each other perfectly. Jorrien's background in graphic design and Tiera's background in entrepreneurship — plus a shared desire to create — was the perfect combination to start a business. In fact, their first project was designing and screen printing their own wedding invitations. Jorrien and Tiera officially registered Fell as a business in 2015 and were able to quit their day jobs in 2018. They now live their dreams and work together. The pair loves the opportunities owning their business provides, such as to direct themselves and focus more on family and passion projects.
The Petersons are passionate about design, travel, family, and entrepreneurship. Travel, especially, has been a huge part of their lives —trips to Scandinavia, Switzerland, and Mexico are some of their favorites. They believe it not only has had a positive effect on their family but has constantly inspired their work, as well.
Alumni
Jorrien '13 | Tiera ’14