Lululemon

Updating a brand icon.

Distilling a company ethos into three words is never easy. But we did it. Then, lululemon’s first-ever tagline was rolled out in true lululemon style, at the grassroots level with authenticity. It was then featured on the manifesto, shoppers, in stores, at events, and as a rallying cry to the lululemon community to live with their whole hearts. To dream grander, love harder, fail bigger, go farther: to ultimately live their best lives in every way they choose.

In tandem, we also updated the iconic lululemon manifesto (co-led with Shaun Samson, Creative Director Design). The manifesto is lululemon’s most recognised brand asset, having been featured on its shopping bags for almost 20 years. Its thought-provoking messages are woven into company presentations, events, store signage, products, books, screensavers, and more. While we dramatically modernised this core brand code, we ensured it stayed true to its purpose and would be recognised as uniquely lululemon by its customers around the world.

To successfully facilitate a seamless shift in global brand standards, we created comprehensive brand guidelines. This was especially important in a company as decentralized as lululemon. I personally love the challenge of diving into a brand’s personality and history to create clear, simple rules for messaging and tone. After completing the guidelines for the global brand, I created complementary guidelines for product naming and the product innovation platform, Science of Feel.