After a complete brand strategy and identity overhaul in 2021, ASOS brought us onboard to design their brand principles into one easy to use global brand resource which unites their global communications.

Working closely with the appointed Account Managers and the Design Lead, we condensed around 140 pages of brand strategy down to 35 pages of the most essential content.

The task of condensing and aligning the brands resources were no small feat, but working with the team at ASOS is always a great experience because they’re just so lovely.

The new brand has been very well received by audiences everywhere as it embodies energy and youthfulness – truly capturing what ASOS stands for. 

The business now have a thorough, and easily digestible set of rules to keep them on-point with their branding efforts across all channels.

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