LULULEMON LAB
Based out of the SOHO NYC lululemon lab, I oversaw the graphics department across product, partnerships, events, and local brand moments. The work included inline graphics, collaborations, seasonal collections, loyalty programs, localized store initiatives, marathon projects, and special event storytelling.
The role required a flexible graphic point of view: building systems that could live on product, show up in the community, and still feel connected to lululemon’s broader design language. Each project was approached through the lens of performance, place, and purpose, with graphics helping connect the product to the experience around it.
LULULEMON OUTDOOR CLASSIC
THE LULULEMON OUTDOOR CLASSIC IDENTITY WAS DEVELOPED AROUND THE EVENT’S SETTING: AN INVITATIONAL POND HOCKEY TOURNAMENT FRAMED BY THE MOUNTAINS OF LAKE LOUISE. THE LOGO TRANSLATED THAT LANDSCAPE INTO A SIMPLE GRAPHIC MARK, USING THE MOUNTAIN LINE, FROZEN POND, AND SUBTLE MAPLE LEAF DETAIL TO CONNECT THE EVENT TO PLACE, SPORT, AND CANADIAN HERITAGE.
THE DIRECTION NEEDED TO FEEL ATHLETIC WITHOUT BECOMING OVERLY BRANDED, AND SPECIFIC WITHOUT LOSING FLEXIBILITY. THE SYSTEM CARRIED ACROSS JERSEYS, PUCKS, SIGNAGE, GLASSWARE, AND EVENT COLLATERAL, GIVING THE TOURNAMENT A VISUAL IDENTITY THAT FELT CLEAN, MEMORABLE, AND ROOTED IN THE OUTDOOR EXPERIENCE.
