A clean, fashion-led identity and launch toolkit for the ASOS credit card, taken from pitch to rollout with clear rules that made fast, consistent delivery possible across channels.
ASOS
Fintech
2023
Principal Designer
Identity design
Card renders
Type and spacing system OOH and digital templates Customer comms design
Creative direction Stakeholder alignment
Co-creation workshops
Principle setting
Handover and enablement
Capital One’s Partnerships team asked me to lead the creative for a new ASOS credit card, starting with the pitch and continuing through launch. The ask was to define an identity that felt unmistakably ASOS, stayed fully compliant, and could be produced quickly by multiple teams without hand holding. The work needed to carry through marketing, web and CRM, and be robust enough for large format and small placements alike. I was responsible for shaping a direction that ASOS would recognise as true to the brand while being practical to build at pace inside a financial services environment.
I aligned stakeholders from Capital One and ASOS around simple principles so decisions stayed fast and consistent. Working directly with the ASOS brand team, I explored typography, colour and image treatment until we had a language that read as ASOS at a glance and still supported clear credit messaging. I then codified the system into a lightweight set of rules that covered type scales, spacing, image crops and hierarchy, and produced card visuals and renders that held together from social sizes to OOH.
To make delivery efficient I built a template library for paid social, web and CRM, with copy and layout patterns that made compliant messaging easy to assemble. Customer communications were restructured so emails, letters and SMS used the same building blocks, improving clarity and speeding production. I partnered with product and engineering to provide guidance for key in app moments, including how the card identity, colour and layout choices should surface so the experience customers saw after clicking an ad matched the promise made in marketing. Handover included editable masters and short walkthroughs so internal teams and agency partners could adopt the system quickly.
We won the pitch and moved into production with minimal rework because the system and rules were established early. The identity rolled out cleanly across OOH and digital, and the same design language was used in web and CRM so teams could ship at speed without sacrificing quality. Customer communications became easier to build and easier to read, with consistent typography, spacing and information order improving comprehension.
The in app experience reflected the same visual decisions, which helped the product feel like a coherent ASOS offering rather than a disconnected campaign. Stakeholders on both sides reported fewer rounds of review, faster asset turnarounds and greater confidence that new executions would land on brand and on brief.
