Practice
Practice is Lululemon’s first iteration of a year-long membership program. The pilot program offered guests retail benefits, exclussive gear, personal development content and invitations to events to promote community.
Identity
The brand language was developed around repetitions — encouraging guests to put in regular work to build themselves up and maximize their full potential.
The brand language was developed around repetitions — encouraging guests to put in regular work to build themselves up and maximize their full potential.
Mindfulness
As part of the membership offering, a Personal Development program was created. We photographed an abstract still life series to introduce members to meditation, journaling and other mindful practices.
As part of the membership offering, a Personal Development program was created. We photographed an abstract still life series to introduce members to meditation, journaling and other mindful practices.
Role
Brand Designer
Co-Art Director
Team Lead
Credits
ID: Pentagram
CD: Rémi Paringaux
Co-AD: Ant Hooper
CW: Marcus McLaughlin, Ashley Jardine
Designer: Travis Mitchell
Photography: Thompson Chan
Still-Life: Vishal Marapon
Set Design: Shiloh Sukkau
Retouching: Kathleen Loski
PM: Louise Bielby
Brand Designer
Co-Art Director
Team Lead
Credits
ID: Pentagram
CD: Rémi Paringaux
Co-AD: Ant Hooper
CW: Marcus McLaughlin, Ashley Jardine
Designer: Travis Mitchell
Photography: Thompson Chan
Still-Life: Vishal Marapon
Set Design: Shiloh Sukkau
Retouching: Kathleen Loski
PM: Louise Bielby
Client
Lululemon
Date
2018
Project Info
Practice was released as a concept program in 2018 and launched in three trial markets: Edmonton, Chicago and Austin. These cities were the testing grounds to set the foundation for what would become “Lululemon Membership” (launched globally in 2020).
Lululemon
Date
2018
Project Info
Practice was released as a concept program in 2018 and launched in three trial markets: Edmonton, Chicago and Austin. These cities were the testing grounds to set the foundation for what would become “Lululemon Membership” (launched globally in 2020).