Communication Design Department, School of Fine and Applied Arts, in collaboration with Multiply by Eight Co., Ltd., has moved forward with a Strategic Partner educational collaboration project in the course CMD225 Identity Design, Semester 2/2025. Using a Practical-Based Learning teaching approach, the course gave students the opportunity to experience corporate identity design based on a real business brief, under the concept of "WELLNESS."

This collaboration invited industry experts to play a role throughout the entire learning process — from delivering lectures and setting the business brief, to providing consultation during the design process, and finally evaluating the work and selecting outstanding projects. The brief, built around the concept of "WELLNESS," covered a wide range of businesses including health, fitness, nutrition, beauty, sleep, and mental well-being — all industries that rely heavily on a strong brand identity capable of communicating directly with their target audience.

This project reflects Bangkok University's educational approach, which emphasizes connecting academic knowledge with the real working world. It also lays the groundwork for long-term collaboration between academic institutions and the business sector, both in terms of internships and the future professional development of students — benefiting both the students themselves and the industry, which needs design professionals equipped with practical, work-ready skills.