B-U is an awareness campaign composed by logo, posters, mail-outs, banner, and website. Created by Yu Feng, the concept is to encourage people to follow their own style by empowering individualities. The project utilizes a system based on remixing and collaging pieces together, referencing what is unique about each one of us. For example on the B-U logo the U will change randomly between 5 different 'U'. On the booklet, the design lets people create their own version of the U by flipping pages, etc. Yu approaches a modern design which unites to one concept - Your Personality, Your Style.

Yu is a designer by passion and profession. After she graduated from the Master degree of Communication Design, Pratt Institute in December 2013, She worked as a Junior Art Director in Baron & Baron, New York. From October 2016, she started her new career in Estée Lauder as Senior Designer. Her work spans the fields of fashion, beauty, publication and property development, such as DIOR, GUCCI Beauty, BALLY, MYLA London, PUBLIC Hotel, Tory Burch Perfume. I’m specializing in branding, art direction, editorial concept.

Project B-U is created by Yu Feng, the concept is to encourage people to follow their own style by empowering individualities. The designer started this idea when she was studying the last year of master degree at Pratt Institute. There was a class mission about designing a campaign to change or improve the audiences awareness. Yu chose the topic about fashion that tries to teach young people cloths and materialistic are not the most important thing. She started a campaign system that includes logo design, posters, mail-out items, digital banner to web design, every element is trying to engage the audience to discover their own unique side. The project finished by the end of December 2016.