360 rebrand for a cultural British fashion icon

ASOS is an iconic online retailer for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be.
ASOS offers an unbeatable shopping experience through its app and web platform, serving over 200 markets in ten languages. ASOS customers can shop a curated edit of over 85,000 products, sourced from a constantly evolving mix of more than 850 of the best global and local third-party brands and its range of fashion-led in-house labels – ASOS Design, ASOS Edition, ASOS 4505, ASOS Luxe, As You, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and HIIT.

To mark a new era for ASOS, we embarked on delivering the first-ever brand strategy in ASOS’ 20+ year history. In this pivotal moment we collaboration with over five agency partners to craft a comprehensive end-to-end brand strategy and new visual ID. This strategy wasn't just a marketing exercise; but a move to redefinition the brand ethos fuelling every touchpoint across product, social, comms, marketing, product, social impact & ESG. From reimagining the brand’s identity to refining global messaging, this strategy aimed to solidify ASOS's position as a leader in the fashion landscape.

As part of the brand strategy and visual ID development we created suite of tools, assets and guidelines to ensure full 360 onboarding and implementation covering;

• Brand strategy covering brand equity statement, brand behaviours, brand personality and brand attributes/benefits.

• Word-mark

• Icon

• Bespoke cut font

• Colour pallet

• Iconography

• Style of photography

• Tone of Voice guidelines

• Design guidelines