Lululemon Practice
Description
Practice is Lululemon’s first year-long membership program. Members enjoy retail perks, exclusive gear, and personal development content, plus invites to Lululemon community events. The brand theme centers around repetitions, with custom typography encouraging consistent effort for personal growth.
As part of the membership, a personal development program promotes mental wellness. We created an abstract still life series to introduce members to meditation, journaling, and other mindful practices.
As part of the membership, a personal development program promotes mental wellness. We created an abstract still life series to introduce members to meditation, journaling, and other mindful practices.
Info
In-house
Lululemon
Year
2018–2020
Lululemon
Year
2018–2020
Role
Managing Art Director
Practice was released as a pilot membership program for Lululemon, which launched in three trial markets: Edmonton, Chicago, and Austin. These cities were the testing grounds to set the foundation for what would become the final brand iteration: Lululemon Membership (2020).
As the creative team Art Director, I oversaw the work output for a pod of brand designers, digital designers, copywriters, and external photographers.
Our team iterated on the Practice brand while working with a large cross-functional team to develop monthly newsletter content, packaging design, visual merchandising, original photography, campaign materials and event activations.
Managing Art Director
Practice was released as a pilot membership program for Lululemon, which launched in three trial markets: Edmonton, Chicago, and Austin. These cities were the testing grounds to set the foundation for what would become the final brand iteration: Lululemon Membership (2020).
As the creative team Art Director, I oversaw the work output for a pod of brand designers, digital designers, copywriters, and external photographers.
Our team iterated on the Practice brand while working with a large cross-functional team to develop monthly newsletter content, packaging design, visual merchandising, original photography, campaign materials and event activations.
Credits
Pentagram
Identity
Rémi Paringaux
Creative Director
Anthony Hooper
Art Director
Marc Chaix
Brand Manager
Louise Bielby
Project Manager
Travis Mitchell
Designer
Sheldon Hui
Designer
Klim Type
Type Foundry
Identity
Rémi Paringaux
Creative Director
Anthony Hooper
Art Director
Marc Chaix
Brand Manager
Louise Bielby
Project Manager
Travis Mitchell
Designer
Sheldon Hui
Designer
Klim Type
Type Foundry
Ashley Jardine
Copywriter
Marcus McLaughlin
Copywriter
Thomas Shum
Packaging
Thompson Chan
Photographer
Vishal Marapon
Mindful Photography
Shiloh Sukkau
Mindful Production
Kathleen Loski
Photo Retouchcer
Copywriter
Marcus McLaughlin
Copywriter
Thomas Shum
Packaging
Thompson Chan
Photographer
Vishal Marapon
Mindful Photography
Shiloh Sukkau
Mindful Production
Kathleen Loski
Photo Retouchcer