ASOS Creates Identity

  • Ben Walker
UFO was appointed to create the brand identity for the new ASOS internal creative agency.

We established a cohesive strategy which focussed on two main pillars:

1. ASOS Insight & Strategy.
Data and insight underpins the creative rst and formost ensuring that any campaign produced is something their audience will love.

2. ASOS Creative Talent.
ASOS in-house talent entertain, engage and monetise an audience of global millennials every day. By assembling bespoke teams from this talent pool, ASOS are able to de ne and shape how brand stories can
be translated into something their audience will actively value.

Our design work needed to bring together the young, DIY aesthetic of the ASOS master brand alongside a visualisation of the agency’s more considered modular, strategically layered approach.

To do this we created geometric grid patterns and shapes to represent the experience, logic and thinking ASOS applies to a campaign. We then created a set of custom fun and vibrant patterns to represent the energy and passion of the talent and their application of creative skills to any brief.

With the aim of creating a visual manifestation of how the agency operates, blending expert strategy and insight with unrivalled creative execution.