B-U Campaign and Branding Design is an innovative visual communication system and awareness campaign that challenges conventional fashion narratives by promoting individual expression and personal style. Created by designer Yu Feng, this comprehensive branding initiative encompasses multiple design elements including a dynamic logo system, posters, mail-out materials, web banners, and an interactive website, all unified under the concept of empowering individualities. The campaign's distinctive approach utilizes a sophisticated remix and collage methodology, symbolically representing human uniqueness through variable design elements, most notably exemplified in its logo where the 'U' character transforms between five different typographic variations. The design system employs strategic physical engagement through interactive printed materials, such as specially designed booklets that allow users to create personalized versions of the 'U' through page manipulation. The campaign's visual language extends across various media platforms, from large-format posters (48 x 69) displayed in public transit locations to responsive digital implementations, including an HTML-generated web banner (720px x 300px) and a comprehensive website with a minimum width of 900 pixels. This holistic approach to design communication earned recognition with a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its innovative concept and effective message delivery. The project addresses contemporary societal concerns regarding fashion's overwhelming pressure on young individuals to conform to trending styles, instead promoting the message that personal identity transcends material possessions. Through its sophisticated implementation of variable design elements, interactive components, and consistent visual language across multiple touchpoints, the campaign successfully creates an engaging platform that encourages audiences to explore and celebrate their unique identities.
branding system, visual identity, awareness campaign, interactive design, fashion consciousness, personal expression
CITATION : "Adam Dawson. 'B-U Campaign And Branding Design.' Design+Encyclopedia. https://design-encyclopedia.com/?E=441751 (Accessed on November 17, 2025)"
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