ASOS Credit Card
A fashion-led credit card identity and scalable launch system, developed from pitch through to rollout across marketing, product and CRM.
YEAR
2023
Company
ASOS
SCOPE
Brand Identity, Art Direction, Campaign Design
BRIEF
Capital One’s Partnerships team asked me to lead the creative for a new ASOS credit card, from initial pitch through to launch. The challenge was to define an identity that felt unmistakably ASOS, remained fully compliant, and could be produced quickly by multiple teams without hand holding. The work needed to scale across marketing, web and CRM, and perform across both large-format placements and smaller, high-frequency channels. My role was to shape a direction that ASOS would recognise as true to their brand, while ensuring it could be delivered efficiently within a financial services environment.
Approach
I aligned stakeholders across Capital One and ASOS around a set of simple principles, ensuring decisions stayed fast and consistent throughout the project. Working closely with the ASOS brand team, I explored typography, colour and image treatment until we established a visual language that felt recognisably ASOS while supporting clear and compliant credit messaging. I then translated this into a lightweight system of rules covering type scales, spacing, image crops and hierarchy, alongside card visuals and renders that held together across formats from social placements to large-scale OOH. To enable efficient delivery, I built a template library for paid social, web and CRM, creating repeatable patterns that made compliant messaging easy to assemble. I also worked with product and engineering teams to guide how the identity would appear in key in-app moments, ensuring the experience customers saw after clicking an ad matched the promise made in marketing. Final handover included editable masters and walkthroughs, allowing internal teams and agency partners to adopt the system quickly and confidently.
Execution
The identity was delivered across a range of touchpoints, including social, web, CRM, OOH and in-app experiences. A consistent set of templates and design rules ensured outputs remained aligned while allowing teams to produce assets quickly across channels. From campaign visuals to customer communications, the system enabled a cohesive experience that extended from marketing into product, maintaining clarity and consistency at every stage.
Outcome
The project successfully moved from pitch to rollout with minimal rework, as the system and design principles were established early. The identity launched cleanly across OOH and digital, while the same visual language extended into web and CRM, allowing teams to deliver quickly without sacrificing quality. Customer communications became clearer and more consistent, with improvements to typography, spacing and information hierarchy supporting better comprehension. The in-app experience reflected the same design decisions, helping the product feel like a coherent ASOS offering rather than a disconnected campaign. Stakeholders reported fewer rounds of review, faster turnaround times and greater confidence that new executions would remain on brand and on brief.
