About ASOS

ASOS is a British online fashion and cosmetic retailer founded in 2000 in London, primarily aimed at young adults. The company offers over 850 brands alongside its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe.

Project Overview

Created a comprehensive set of visual guidelines for CRM design teams to support the rapid delivery of clean, engaging email and web content.

The system established consistency while allowing flexibility for campaign and branded work to stand out. Collaborated closely with the Copy team to align visual and written messaging, and with delivery teams to ensure HTML designs were implemented accurately and effectively.

Meaningful impact

Strategic use of animation increased engagement by up to 40%. Because mobile performance required each email to include no more than a single GIF, every animation was designed to deliver maximum impact while keeping load times low. By simplifying campaign messaging, optimizing performance, and creating visuals tailored to specific customer segments, we increased average email conversion rates by 2%.