Sustainability
Keeping fashion sustainable, so clothes get worn again instead of wasted.
01
Bluebell Craven
I explore the intersection of art, design and human behaviour. Inspired by behavioural science and visual storytelling, I translate identity, perception and emotion into meaningful visual forms.
Learn about Bluebell
01The client
The Wardrobe Exchange (WEX) is a subscription-based clothing swap platform made exclusively for university students.
Built for students at the University of Birmingham, WEX makes it easy to get new outfits without spending much or adding to fashion waste.
02The problem
- (01)
The constant desire for a new outfit
Students always want a fresh look, and the wardrobe never feels new for long.
- (02)
Environmental damage due to fast fashion
Cheap, fast clothing piles up as waste long after it has gone out of style.
- (03)
Limited financial resources
On a student budget, buying something new every time is rarely an option.
03The brief
Make accessing new outfits affordable, convenient and sustainable for students.
For £7 per month, users can:
- 1Browse
- 2Connect
- 3Swap
Swaps happen locally with other verified students, with no item pricing or transaction fees.
04The approach
Key values
Affordability
£7 a month, with no item pricing or transaction fees.
02Community
Swaps happen locally, with other students at the same university.
03Convenience
Browse, connect and swap whenever you want, in a few taps.
04Trust & safety
Reliable swaps, with verified students only.
05WEX is the only platform offering reliable clothing swaps exclusively for students at a single university. My work covered its brand, website, web app and social media.
Classic yet trendy
Classic yet trendy, open-minded, creative and artistic, with fashion that protects the planet.
— ImageMade for students who care
Students who want to recycle their wardrobe on a low budget and care about the environment.
— AudienceCheck WEX first
Sustainable, affordable, reliable and local, so students check WEX first.
— ValuesTrustworthy, warm and fresh
Denim blue signals trust and nods to the wardrobe staple everyone swaps. Butter adds warmth and blush keeps it fresh, with brick red and powder blue for emphasis.
— Colour paletteNothing new to learn
A photo-first swipe feed borrowed from apps people already know, so there is nothing new to learn.
— InterfaceCommunity first
Short, upbeat lines like "Big social life, smaller fashion footprint" put community first.
— Tone of voiceBuilt to be reused
Canva for the logo, posts and slides. Figma for planning the app screens and swipe flow.
— ToolsThrift rails and swap nights
Thrift rails and swap-night photography, plus a look at resale platforms like Depop and Vinted.
— InspirationRecognisable everywhere
A classic yet trendy, trustworthy look that stays consistent across logo, website, app and Instagram. 48% of website visits came from Instagram.
— Fit with the briefBrand palette
Denim#5889AELogo ring, buttons, headers
Butter#FDEDB6Logo centre, highlights
Brick#B24E4DSocial post panels
Rose#F0D8D6Frames, backgrounds
Powder#C1D3DDWebsite sections
Ink#111111Type and outlines
05The product
Website
Landing page with a clear "Try it out" button.
Web app
The swipe feed where students browse and swap.
Social media
Instagram posts introducing WEX and announcing each month's base stock.
06The results
Overall, WEX was a success.
In its first month and a half, Instagram brought in thousands of views, and more than half of them came from people who did not follow WEX yet. The website did its job of sending people on to the app. The research also showed what to do next.
12,309
Instagram views in 1.5 months
✦ Instagram ✦ First 1.5 months52.6%
of those views came from people who did not follow WEX yet
✦ New audience ✦ Reach48%
of website visits arrived from Instagram
✦ Instagram to website ✦ Traffic89%
of web app visits came through the website's "Try it out" button
✦ Website to web app ✦ ConversionKey findings from the market research
01.
Instagram is more effective for reaching 18–24 year olds than our website.
02.
Reels expand our reach to non-followers the best, and sponsorships and events boost engagement (Wilder fight night).
03.
App engagement will improve once we have a real, useful app that we advertise directly on social media.
04.
Trialled app features show promise for expert-led, mobile app development.
The
Collections
Series of paintings, drawings and weaving, shaped by the way the human body and the natural world echo each other. Each body of work comes from careful observation.
Explore the seriesSelected series
Fine art
Experience and education
The CV
- 2021 to now
Personal creative work
Freelance- Created and sold commissioned artwork.
- Developed design and illustration projects independently, refining visual judgement and attention to detail.
- Built structured sketchbooks exploring layout, visual hierarchy and cohesive storytelling.
- Aug to Sep 2026
Fulfilment Department
Alleycatz Uniform Shop, Surrey- Fulfilled online orders and worked behind the scenes on the company website.
- Worked effectively in a fast-paced team.
- 2023 to 2026
BSc (Hons) Human Sciences, 2:1
University of Birmingham - Jul 2025
Graphic Design & Marketing Intern
Juno House Club, Barcelona- Supported the marketing and design team during the rebranding of the company website.
- Developed graphic design concepts aligned with brand storytelling.
- Collaborated in an international creative team, contributing to a cohesive visual direction.
- Learned how brand identity translates across digital platforms.
- Jun 2025
Design Intern, Branding & Communication
Pentagram, London- Assisted the design team on branding and identity projects within brand narrative work.
- Contributed to early-stage ideation and visual development.
- Took part in critique sessions, gaining exposure to senior-level creative evaluation and refinement.
- Delivered to tight deadlines in a fast-paced studio.
- Aug to Sep 2025
Retail Assistant
Alleycatz Uniform Shop, Surrey- Strengthened customer interaction and teamwork skills.
- 2023 to 2024
Front of House (seasonal)
Gara Rock Hotel, Salcombe- Delivered service in a high-end hospitality environment.
- Built communication, organisation and adaptability skills in a fast-paced team.
- 2021 to 2023
A Levels: A*AA
Esher College- Fine Art, Biology, Psychology.
- Jun 2022
Neuroscience laboratory experience
University of Bristol- Shadowed PhD researchers, gaining exposure to structured research environments and collaborative academic work.
- 2022
Licensed powerboat driver
- 2018 to 2021
GCSEs: 999887777
Sir William Perkins's School - 2018 to 2021
Rowing at national level
- 2014 to 2016
Sailed around the world
- Aged 16
Completed a half marathon
- Award
Bronze Duke of Edinburgh Award
Tools
- Figma
- Canva
- Content optimisation
Design
- Visual identity and brand awareness
- Creative concept development
- Structured visual organisation
- Attention to detail
Thinking and teamwork
- Behaviourally informed thinking
- Audience targeting
- Collaboration and critique
- Adaptability under pressure
About
Hello
My work is driven by curiosity, blending behavioural insight with artistic expression to create pieces that invite reflection, emotion and connection.
With a background in Human Science, my practice explores the relationship between human behaviour, identity and visual communication. I am interested in how people perceive, connect with and find meaning through design, and I use research and creativity to shape thoughtful visual experiences.
Away from the desk I have rowed at national level, sailed around the world and run a half marathon.