Asos is a British online fashion destination primarily aimed at the twenty-something demographic. Asos sells over 850 different brands as well as its own range of clothing and accessories.

In September 2013 asos launched its todayis campaign; an 80 day campaign aiming to get users to engage with asos as a culture brand rather than solely a shopping destination. Various artists were invited to visually interpret a theme assigned to each day. The result was introduced on a hub along with news, fun games, opportunities and experiences about the latest styles and trends.

The brief was to design a fully fluently responsive hub where content would be uploaded and managed on a daily basis by the different country editors. Taking into consideration all possible content requirements various modules were designed.

To enhance engagement fun games were also incorporated on certain days. The excuse machine was under the theme “Today is hitting snooze”; a fun generator of excuses for every occasion. The same feature was then re-purposed and re-skinned for the German market as a Christmas poem generator.

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