ASOS Branding Campaign
To create a campaign for ASOS that celebrates self-expression, individuality, and optimism through a playful, amplified visual language. The goal was to extend ASOS’s brand identity across print, digital, and experiential formats in a way that feels current, confident, and culturally aware.
Type
Branding/Marketing
Role
Industry
Fashion
The Process
I started by exploring how ASOS communicates boldness, inclusivity, and trend-forward fashion. I leaned into the concept “The Bigger The Better,” by using exaggerated human features (like oversized heads, hands, and facial expressions) to symbolize confidence and authenticity in a world that often tries to shrink us.
The project included ideation, sketching, and visual exploration across brand touch points. I developed billboard mockups, a promotional postcard, visually striking Instagram posts, and an annual report. All to be connected through a surreal, hyper-optimistic tone that encompasses big energy and individuality.
Concepts
I made 3 concepts to execute a clear and renewed vision to reconnect ASOS with it’s target audience of fashion-forward 20-somethings looking for a brand to help express themselves. From the concepts below, Concept #3 was the direction I decided to move forward with every promotional piece made.
2025 Annual Report
Promotional Postcard
Shipping Box
Social Media Posts