Tasked with reconnecting ASOS with fashion loving 20-somethings, we designed Layer Up as an ownable, recognisable aesthetic which draws from the past and present. In order to make this visual language controllable, we devised a structured system which allowed ASOS to dial up and down dial, as and when required, all built around combining layers. Expressive typography, patterns and stickers are added over consistent base layers to create a new, flexible look and feel.
Designer, Animator, AR
Creative Director Ross Mawdsley
Lead Designer Isabella Cheung
Animator Josh Bailey