Luluemon

Lululemon was facing an identity problem; how do you evolve a rapidly growing brand while staying true to your roots?

After a very intensive brand immersion, we got to work rewriting Lululemon’s internal brand book, and used it as the blueprint to build their strategies for online, print, activations, and retail.

Integrating ourselves in Lululemon’s culture, we got to know their goals, their consumers, and their teams. Using this deep understanding of their brand, we focused them on the three things that were most true to their brand: inspiring, educating, and challenging.

Once the brand platform was in place, we concepted, directed and designed most key elements of their brand language, including their photo direction, tone of voice, and visual language.