ASOS
Editorial strategy | Social voice | Tone of voice | Copy
ASOS approached me to evolve its social voice for a Gen Z, gender-agnostic audience, aligning it with the masterbrand while making it culturally relevant across social.
I developed a social-first tone of voice toolkit for internal teams and content creators, defining how the voice flexed across ASOS and ASOS Man, demographics and territories.
The work drew on the changing language of social — from slang and emoji to algorithm-led language and platform trends — and extended into global brand collaborations including Barbie and The Little Mermaid.
StylED a look for coffee with your ex and know you’ve nailed it.Hard launching summer 🌡 🦩 🍸 the Sunny Edit is elevating the play with day festival essentials, park life clout, and legit rooftop rags. Link in bio for easy reach 👆
Cowboy boots are a standout season staple 🌴 But don’t be shy, they are easier to style than some think. Your entry point is a black boot under a denim midi 🖤 Level up and slip on a pattern with a micro mini 💃 Or for serious summer clout go metallic 💿
We’ve bottled up summer and are pouring out wearable sunshine online rn 😎 Check out the Sunny Edit for convention-defying fits for all urban moments 🌞
The pleated skirt is truly iconic and there is a length for every aesthetic 🧵 This summer go short, or like... short short, and pair with a baby tee for a head-to-toe Y2K hit 🎯
It’s jorts season and the-baggier-the-better trend is popping off everywhere 👀💥 Here’s how to style this summer staple 👆
POV: Styling a look to have coffee with your ex and knowing you’ve nailed it 👀 💅 Holiday Shop open rn. Link in bio for easy reach.
Miss Palm Springs, who? @genaaaai [she/her] showing us how to style a hot vacay look. Oversized shorts over a ‘kini paired with chunky gold hoops and gooooo 👙 😎 🌴
IRL hangout with @david_fadd demoing mid-summer monochrome and 10/10 sneaker flex 🖤🤍👟
@Reystyless (he/him) ate this look up and left no crumbs 🧁 Take notes 📝 More is more when it comes to colour this summer. Full fit deets 👇
Gorpcore 🥾 The nothing-is-more-stylish-than-the-unstylish trend. Think quilted gilets, padded jackets, cargo shorts, and cop a pair for Sonomas for a high-performance dad fit 🤓
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freak in the sneaks.“Penny joined my team for 6 months to uplift ASOS's copy across multiple brand channels. Her work was detailed, accurate, intuitive and immediately impactful. Within one week I'd received feedback from above that our social copy was sounding fresh, engaging and bang on-brand. This quality was consistent for the duration of her contract, plus the social copy toolkit she developed has become a daily resource for the permanent team; her legacy lives on!
Output aside, as a team member Penny strikes the perfect balance between independent and collaborative. I thoroughly enjoyed working with her and hope to do so again in future.”
Niall Underwood, ASOS
