In the early days of mobile-first marketing, ASOS were - as ever - among the first retailers to adapt their intercycle (website generated) emails to serve up different content for each customer in their database using their own algorithms. This meant web-only fonts, and a very rigid grid to work with. I designed a suite of intentionally ‘Web 1.0’ style emails, which fitted ASOS’ minimal aesthetic at the time. The project was designed alongside a junior designer and a freelance developer.
The only fixed images we had to work with was the header logo, so we created a suite of slightly more fun, web 1.0 style animated logos, below.