2017 marked a change in approach for ASOS and the annual report. Following five years of rapid growth, the company looked very different from the one we began working with in 2012. Our challenge was to find a way of explaining the business that really felt true to ASOS, while delivering the report in a very tight timescale. We worked closely with the senior team, including the CEO and CFO, to evolve the structure and write a new corporate narrative for the strategic report. And we worked with branding team to develop a design and visual approach that properly reflected their dynamic brand – including making sure the annual report mailing packs looked like an ASOS delivery!
ASOS wanted to create a corporate website that would communicate its exciting growth story to investors, while encapsulating in tone and style its development as a mature business. Working as an extension of the team at web agency Investis, we strove to find the clearest and most succinct way to express ASOS’s unique business strategy, distinguishing it from other web-based retailers and defining it as the UK’s number one online fashion destination.
The in-depth Responsibility section of the ASOS corporate website has served as its annual corporate responsibility report since it was first published in 2013. For the inaugural report, we thought hard about the structure of ASOS’s Responsibility framework, and how to present the information the company had to support it – including the best use of case studies and graphics – before editing the content.