With George at Asda's visual language showing signs of fatigue, it was crucial to revitalize it. The challenge was to excite and engage new customers while retaining the loyalty of existing fans.

Our solution was to exude style and confidence while empowering the people. This approach embodies the brand's personality—straight-talking, confident, playful, fun, and knowledgeable—in a fresh and distinctive manner. We aimed to encapsulate the mission statement "Make Style Accessible To All" by democratizing and demystifying the fashion process, placing the customer at the forefront of the conversation.

George is defying the odds with a 13.4% sales increase across departments, compared to a 5.5% sector decline in the UK. Customer and press engagement are on the rise, boosting consumer loyalty monthly. Additionally, The One Off's client fees have surged from £600k to £1.4m annually, reflecting our increased responsibilities as their primary design agency.