U Be U is a social media cleaner that convinces recent graduates to take the mistakes in their life as a learning point—designed to be your go-to friend when the going gets tough. He accepts you for who you are and helps you learn from your mistakes, not ignore them. I designed this brand with a childlike and approachable identity for recently graduated students to get a job. The narrative is similar to a children’s storybook. I wanted the story to flow through, stating U Be U’s beliefs, values and concluding it with a simple message; U Be U the best version of you.

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