Telling the story of one of fashion's biggest online brands for non-consumer audiences
ASOS
ASOS
Digital and content strategy
Messaging and tone of voice
Film
Design & development
Copywriting
In 2017, 15.4million consumers lived and breathed the ASOS brand: 20million engage with its social channels every day.
But what makes ASOS so beloved, and so successful, wasn’t always understood by other audiences. From investors asking why they don’t have any physical shops, to the need to hire the very best technology and fashion talent, ASOS needed a corporate website that showed and explained what its success is built on – and why it continues to go from strength to strength.
This was a multi-discipline project. I led on the strategy, messaging, tone of voice, copywriting and creative oversight.
By pairing data deep-dives and desk-based research with workshops and engagement, we developed a strategy and messaging framework that meets audience needs and achieves internal objectives. This was done by focusing on five key areas: content, visual language, messaging and tone of voice, UX and IA.
One of the key outputs was the addition of a new ASOS Story section crafted around the company’s journey. It ties together inspiring case studies, data and insights to bring life to what has made ASOS so successful, while illuminating where its future lies. Rich media content along with bite-sized information means that the needs of both time-poor audiences and information gathers are met, while everything is backed up by a new design that truly reflects the ASOS brand.
12%
increase in time on site
17%
decrease in bounce rate
