As part of my course at the University of Wales Trinity Saint David, I was tasked with creating a new fashion brand concept. The challenge was to design an identity that would be distinctive, marketable, and aligned with contemporary values.

I developed BU — short for Be You / Being You. The brand centres on inclusivity, celebrating individuality and embracing diversity across race, culture, humanity, and disability. The visual identity is bold yet simple, using typographic strength paired with a fingerprint-inspired “U” to highlight uniqueness and personal identity.

The branding was designed with versatility in mind, adaptable across fashion labels, packaging, advertising, and digital campaigns. I produced mockups including outdoor billboards, clothing tags, and digital promotions. The strapline “Your Fashion. Your Identity.” reinforces the brand’s mission of self-expression and inclusivity.

BU embodies a forward-thinking fashion brand that places individuality at its core. The identity is modern, adaptable, and socially relevant, aligning with today’s demand for brands that celebrate diversity and empower self-expression.