ASOS came to GUAP in 2024 to ask that we work with them to define their inclusivity pillar through strategy and then ideate a campaign from our findings. We decided that ASOS needed to better define their community in order to include their audience in this, so we created the ‘Take Note’ campaign spotlighting independent and grassroots clothing brands in Black History Month and platforming them on GUAP and ASOS. As an extension we created an in real life party experience that would further offer a sense of community and gathering and worked with a Black party platform to take the value exchange further.