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.



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.



Role
ACD/Designer 


Credits
Studio: Happy Time VI
Still Life: Vishal Marapon
Set Design: Shiloh Sukkau
Retouching: Kathleen Loski

Photography: Thompson Chan
Project Manager: Louise Bielby

Client
Lululemon

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).