Mindfulosophy

Mindful branding.

Outwardly, lululemon is an athletic apparel brand. But inside, well lululemon would say that its focus on people development is the secret to its success.

I was brought into lululemon at a time when the polarizing Landmark program was being replaced with a new, internally developed offering. My role was to work closely with the course designers, to create a new brand complete with course materials that would ensure the program’s global adoption.

And so mindfulosophy was born. Rooted in one of the founding principles of the company, mindful performance, it was so successful internally that it quickly developed into an in-store meditation experience and global product offering, launching the athletic apparel company into the wellness industry with its first mindfulness products.

From the initial development of the name, through to the mindfulness journal sold in stores less than a year later, this project was a pleasure to work on, yoga, meditations, and all.