Brand design and campus wayfinding

  • Brand Strategy & Design
  • Client
    Busan University of Foereign Studies – BUFS

There are 200 universities in Korea. But with the nationwide birth rate at an all time low, the student population will drop by 40% within 10 years. 75 universities will be closed down. It’s a fight for survival.

Busan University of Foreign Studies (BUFS), intends to survive. Leading with a contemporary new brand designed by Fuse in 2011, BUFS have taken a bold step to ensure their future – building a completely new campus, nestled in pristine forest overlooking Busan.

Wayfinding maps BUFs student diary Wayfinding signage BUFs advertising Door signage Stairwell signage Clothing and collateral


Six months prior to opening, Fuse director Leigh Cockerill made a site visit to the campus to plan a full wayfinding programme. Back in NZ, the Fuse team designed an integrated wayfinding and signage programme for the new campus.

The signage features the geometric ‘Pathways to the Future Pattern’. This graphic represents both the philosophy of career pathways within the university; and the visual concept of light shining through the trees surrounding the campus.

On campus wayfinding signage On campus wayfinding signage On campus wayfinding signage Entrance gate


All the designs were scrutinised by the architectural project team and Fuse supplied templates to the Korean manufacturers to produce over 5000 dual language signs – pillars, posts, signboards, wallboards, door numbers, name plates, directories, elevator signs, café menus and even bus stops.

Is your brand ready to survive the future?

Contact Fuse.

Featured Brand Strategy & Design projects.

Stack responsive website & collateral design

Stack Interiors

Responsive website & collateral design
Nu-wall brand development & identity redesign


Brand development & identity redesign
Arvida Group brand development & guardianship

Arvida Group

Brand development & guardianship
Thermakraft brand development & identity redesign


Brand development & identity redesign
Quench name development & brand design


Brand design & campus wayfinding
Quench name development & brand design

Quench Collective

Quench name development & brand design
Chilltainers identity design & responsive website


Identity design & responsive website
Milford110 apartment development launch & branding


Apartment development launch & branding
RDT Pacific brand redesign and corporate livery

RDT Pacific

Brand redesign and corporate livery
Uptown BID District branding & environmental graphics


BID District branding & environmental graphics
Babbage identity design & responsive website


Identity design & responsive website
Mrs Higgins brand refresh and merchandising

Mrs Higgins

Brand refresh and merchandising
Indesco name development and brand design


Indesco name development & brand design